Expo 2030 Riyadh, the upcoming World Expo set to take place in Riyadh, Saudi Arabia, has appointed OMD MENA as its lead media agency following a competitive pitch.
The global event is positioned as a major international platform for collaboration, innovation and sustainable development. It also forms an important part of Saudi Arabia’s broader tourism, nation-branding and economic transformation agenda aligned with Saudi Vision 2030. The six-month Expo is expected to host participation from around 197 countries and attract an estimated 42 million visits.
As part of the mandate, OMD MENA will lead media planning, buying and performance activation for the Expo across the Kingdom of Saudi Arabia. The agency will also support campaigns across GCC markets and selected international regions.
The assignment includes developing a multi-market media strategy aimed at building awareness locally, regionally and globally. The agency will also focus on driving visitor acquisition, managing full-funnel media planning and ensuring continuous performance optimisation to sustain engagement over time.
Commenting on the partnership, Saleh Ghazal 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 phase of campaign activity is expected to launch in March 2026, as preparations begin to build awareness and participation for the global event.
The appointment reflects OMD MENA’s experience in managing large-scale, multi-market campaigns and driving strong visitation for global events. The agency also brings regional expertise, data and analytics capabilities, and the support of the broader Omnicom network across key markets.
The partnership further strengthens the agency’s presence in Saudi Arabia, where it continues to expand its strategic, performance and data capabilities in line with the country’s Vision 2030 ambitions.
