ABOUT THE PROJECT
Immersing G20 guests into Saudi Arabian Culture
To support the Kingdom of Saudi Arabia’s historic 2020 G20 Presidency, Imagination conceived, curated, and delivered a groundbreaking integrated cultural programme. Moving beyond traditional diplomatic protocol, the strategic idea centred on transforming standard meetings into immersive experiential journeys. By weaving the Kingdom’s heritage, creativity, and future ambitions into everyday delegate touchpoints, the programme turned high-profile summits into platforms for genuine connection. This approach introduced international delegations to authentic Saudi hospitality, using cultural diplomacy to modernise the economy, build global understanding, and showcase a rapidly evolving nation to the world stage.
CHALLENGE
Hosting the G20 summit for the first time since its foundation placed immense pressure on the Kingdom to modernise and globalise its economy. Delivering a high-stakes cultural diplomacy programme was exceptionally difficult due to a tight timeline of under 90 days. We had to execute complex logistics across three distinct cities while introducing a historically closed, largely unknown tourism and cultural landscape to thousands of international dignitaries.
OUR IMPACT
- <0
- days execution timeline
- 0
- gala dinners produced
- Three
- host cities across the Kingdom
- k+
- international delegates engaged
THE OUTCOME
Integrated program curation
We collaborated deeply with the Ministry of Culture and the Saudi Secretariat to develop a multi-city experiential journey. Our team designed and coordinated entertainment programming, cultural activations, and interactive tours that complemented day-to-day summit schedules. By illuminating local culture and heritage through bespoke evening engagements, the activations generated international excitement, encouraging influential visiting delegations to explore the Kingdom’s previously unseen tourism offerings.
Flawless turnkey execution
Fulfilling the mandate required operational precision under a compressed timeline. We deployed end-to-end event production, hospitality management, and rigorous logistics planning to deliver 25 gala dinners in under ninety days. Spanning three major cities, this massive undertaking provided turnkey guest management that maintained private and confidential protocol standards. The technical and operational integration ensured every event ran safely for thousands of VIP delegates.
Immersive experiential impact
The final execution completely transformed traditional political diplomacy into a living cultural experience. From December 2019 to March 2020, international delegates encountered live performances, cultural setups, and genuine Saudi hospitality. These immersive touchpoints brought the nation’s heritage to life, inspiring summit attendees to actively participate. The program bridged cultural divides, fostered meaningful global engagement, and demonstrated the Kingdom’s progressive ambitions for Vision 2030.
The world is intrigued by the sheer depth of cultural stories to be discovered in Saudi Arabia, and Imagination was proud to be able to curate and guide important guests for the Kingdom as they encountered places and people that they had not been able to engage with before.
Patrick Reid Chairman and Global CEO at The Imagination Group
This high-level cultural presence at Saudi G20 Presidency illustrates our shared belief in the vital role of culture in propelling the innovation ecosystem of economies.
Prince Badr al-Saud Saudi Minister of Culture
VALUE
For the audience
Delegates experienced a bespoke cultural journey beyond standard protocol, enjoying authentic hospitality, immersive performances, and activations that brought Saudi Arabia’s heritage to life.
For the brand
The Ministry established cultural diplomacy as an innovation driver, building global understanding and turning over 5,000 international delegates into advocates for the Kingdom’s Vision 2030 ambitions.
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