Expats take centre stage in Legends campaign to showcase Saudi Arabia during G20

King Salman and Crown Prince Mohammed bin Salman attend summit remotely
Blog Blog
Source Riyadh - Media Department 04 Nov 2021 04:03 AM

To coincide with the G20 Summit in Rome, Legends PR and Communications agency carried out a digital campaign demonstrating Saudi Arabia’s progress in all areas through the eyes of expats living in the country.

The summit, attended virtually by Saudi Arabia’s Salman bin Abdulaziz Al Saud and Crown Prince Mohammed bin Salman, addressed a variety of issues including the global economy, health, education, agriculture, research and development, climate change, the environment, trade, investment, culture, and tourism. These issues drew on three main interconnected pillars: people, the planet, and prosperity.

Legends created three videos showing how different expats had been inspired by their experiences living in the Kingdom. The videos were published on international influencers’ social media accounts, notably Twitter, and the engagement rate was monitored.

The expats’ experiences showed the huge progress the country had made in different areas in recent years, including empowering women and young people, and implementing national projects such as the development of the new age city of Neom. The kingdom also intends to develop its tourism and sports sectors, with the imminent qualification of the Green Falcons to compete in the FIFA World Cup Qatar 2022.


Legends was created in Riyadh in late 2019. With a global team of experts, the agency provides well-crafted PR, communications, and consultancy services. Legends’ versatile skill set, including crisis management and institutional representation, engages audiences through running efficient international campaigns that have a guaranteed far-reaching impact.

For more information, please contact:

Mahmoud Aziz 

Cell: +966 54 075 9947

Email: m.aziz@Legends.sa