We are thrilled to begin 2025 by celebrating a landmark achievement for Multilem and our valued partner, the Saudi Tourism Authority (STA). The Saudi Tourism Festival at the Temple of Heaven in Beijing, our inaugural B2C event in China, has set a new global standard for cultural and tourism marketing, earning two prestigious awards:
• Best Cross-Border Marketing Case Award (2023-2024) by Advertising Billboard
• Annual Overseas Travel Promotion Case Award by Jiemian News
These honors reaffirm our commitment to delivering innovative and impactful brand experiences that captivate audiences and bridge cultures.
Multilem’s Role in the Festival’s Success
The Lai Ba Saudi Travel Festival marked a series of historic firsts—not only as Multilem’s inaugural B2C event in China but also as the first event to gain access to Beijing’s iconic Tiantan Garden (Temple of Heaven).
In just 72 hours, over 300 Multilem staff built 7,000 square meters of brand activations and immersive experiences for the eight-day festival, which welcomed over 500,000 visitors. This ambitious project was a testament to our ability to execute large-scale events with precision, creativity, and speed.
The festival offered attendees a multi-sensory journey through Saudi culture, featuring:
• Live performances of the traditional Ardah dance and “Legend of Lanterns” stage play.
• Interactive cultural activations such as Sadu weaving demonstrations and sampling of traditional Arabic coffee and dates.
• Immersive storytelling showcasing the beauty of Diriyah, AlUla, and Jeddah through experiential displays.
The results speak volumes:
• 1.2 billion media impressions, amplifying Saudi Arabia’s global visibility.
• 86,000+ leads generated for future tourism opportunities.
• 5,400 travel packages sold, strengthening trade relations with 14 key partners.
From crafting immersive storytelling experiences to managing intricate event logistics, our team demonstrated why Multilem is STA’s trusted partner in delivering world-class cultural activations.
A Legacy of Partnership and Innovation
Our partnership with STA, established in 2019, has been instrumental in elevating Saudi Arabia’s tourism brand. Together, we’ve brought Saudi culture to audiences on five continents, strengthening its presence in key international markets through high-impact activations. The Lai Ba Saudi Travel Festival is a shining example of what we can achieve together: creating events that connect cultures, inspire audiences, and drive tangible results.
A Cultural Milestone
The Saudi Tourism Festival at Beijing’s Temple of Heaven was a celebration of cultural harmony and exchange. Highlights included:
• Cultural Exhibitions: Exquisite displays of traditional handicrafts, such as silver jewelry, pottery, and Sadu weaving, brought Saudi Arabia’s heritage to life.
• Interactive Experiences: Visitors explored Saudi landmarks, learned about travel planning, and captured memories with stunning backdrops of the Temple of Heaven.
• Global Reach: Over 55 media outlets covered the event, contributing to its massive digital footprint and global influence.
Looking Ahead
As we celebrate this incredible milestone, we are inspired to continue building bridges and delivering transformative brand experiences. At Multilem, our mission remains clear: to redefine what’s possible in cultural and brand activations, forging connections that transcend borders and resonate across cultures.
Here’s to a 2025 filled with innovation, collaboration, and even greater achievements!
