Legends boosts reputation of Saudi military defence company

Comparison to Boeing made in smart infographic among a raft of measures
Blog Blog
Source الرياض – إدارة الإعلام 15 May 2022 09:52 AM

A marketing and media campaign to boost the reputation of Saudi Arabian Military Industries (SAMI) and to raise awareness of its achievements was undertaken by Legends PR and Communications agency.

Established in 2017, SAMI is dedicated to the development and support of Saudi Arabia’s defence industries, aiming to increase the Kingdom’s military self-sufficiency. A national entity owned by the Public Investment Fund, it plays an important role in localising half of its defence spending, a key target of Saudi Vision 2030, the country’s road map to diversify the economy.

Given SAMI’s successes in scaling up the defence industry sector, it was exposed to a negative media campaign in some newspapers and on social media. Consequently, it approached Legends to plan and execute a marketing strategy to improve its reputation.

Legends developed a campaign to refute the negative content while drawing up a report containing posts and press websites addressing SAMI’s positive news. The PR company also recommended that SAMI increase its media presence in international journals, on TV channels and with social media influencers as well as organising global events and seeking diversified content.

Legends created a 120-second motion graphic video to simplify the concept of military industries and SAMI’s role. It also devised a smart infographic in English, tracking SAMI’s history alongside that of Boeing, one of the world’s largest defence and space contractors. By using its expertise in media and graphic design, Legends was able to turn sophisticated data into attractive graphics so that it could clearly and appealingly deliver its message.


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