With an attendance of over 2.5 million pilgrims, the hajj pilgrimage is the 2nd biggest major religious gathering with around 80+ nationalities. This made a massive undertaking for entourage to deliver the right message with the advertising campaign.

entourage marketing & events the live communication agency was recruited by the governorate of the Makkah region to create and execute an effective awareness campaign about Hajj, followed by tactical messages about the essence of Hajj.

The Hajj 2019 campaign defined two important objectives: promoting the right hajj behaviours and the importance of getting the hajj permit among all KSA pilgrims and pilgrims from select GCC countries.

Makkah Governor. H. H. Prince Khaled Al-Faisal gave us the honour to announce the launch of this campaign during a press conference held in Makkah. The campaign was titled “Hajj: Worship and Civilized conduct” under the slogan “a message of peace”. This narrative was rationalized by the creative team from the pure essence of the Hajj behaviour. A creative print and TVC campaign based on three key messages was developed to support the narrative and an aggressive media plan was executed across Saudi main cities and GCC countries to maximize the campaign reach.

SCOPE: concept creation & creative development | TVC production | on ground activation | media planning & buying