OMD wins competitive bid for Expo 2030 Riyadh media mandate
Expo 2030 Riyadh, the World Expo to be hosted in Riyadh, has appointed OMD as its lead media partner.
One of the landmark initiatives of Saudi Arabia’s nation-branding and tourism agenda, Expo 2030 Riyadh will enable people to explore groundbreaking ideas, foster cultural exchange, and discover sustainable solutions to global challenges while unlocking new opportunities. The event, planned to run from 1 October 2030 to 31 March 2031, aims to welcome over 42 million visitors to its 6 million square metre site.
In addition, many more millions of people are expected to engage online through Expo 2030 Riyadh’s range of digital platforms, apps, and channels.
The media mandate
Appointed as the Lead Media Partner, OMD will lead Expo 2030 Riyadh’s media planning and buying strategy, and performance activation across Saudi Arabia, with additional responsibility for GCC and selected international markets.
OMD’s remit includes developing a multi-market media strategy, driving local, regional and international awareness, supporting visitor acquisition, managing full-funnel planning and performance optimization, and ensuring sustained engagement.
The Omnicom subsidiary was selected following a highly competitive tender process – the mandate is considered one of the most prestigious in Saudi Arabia’s events landscape, alongside other major international events such as the Asian Winter Games 2029 and the FIFA World Cup 2034.
In a statement, OMD said it won the bid “based on its proven ability to drive high visitation and ticket sales for mega-events, deep regional expertise, advanced data and analytics infrastructure, and a demonstrated ability to manage complex, high-volume, multi-market campaigns.”
OMD can meanwhile also draw on capabilities and expertise from across the global Omnicom network, which has around 75,000 people working across multiple brands spanning domains such as advertising, marketing, communications and consulting.
Saleh Ghazal, CEO of OMD in MENA, said: “Expo 2030 Riyadh carries an ambition that goes well beyond hosting a global event. It is about defining how Saudi Arabia engages the world in the years ahead and inviting audiences to be part of that journey. Delivering against that vision requires a media approach built on clarity, integration and sustained impact.”
“We are proud to partner with Expo 2030 Riyadh to translate that ambition into action, bringing together data, technology and creativity to drive meaningful engagement across the Kingdom, the GCC and international markets.”
The first wave of media activity is set to launch in the coming weeks.
After Expo 2030 Riyadh concludes, the 6 million square metre will evolve into a Global Village – a multicultural hub for living, working and culture that will leave a lasting legacy for the city of Riyadh.
