The national flag carrier of Saudi Arabia, Saudia wins awards at the Cannes Lions International Festival of Creativity 2026 for its recent travel initiatives. The airline secured three distinct accolades at the event held in Cannes, France, on June 30, 2026. Specifically, the airline received recognition for its “Let It Fly” campaign and “The Coolest Ihram” product innovation.
The “Let It Fly” initiative received a Silver award in the Outdoor: Ambient & Experiential category. Furthermore, the same campaign secured a Bronze award in the Direct Sectors: Travel, Leisure, and Retail category. Meanwhile, “The Coolest Ihram” project won a Bronze award in the Corporate Purpose & Social Responsibility category.
Details of the Winning Initiatives
The “Let It Fly” campaign allows international travelers to carry additional baggage by redeeming collectible stickers. These stickers are inspired by Saudi cities and traditional crafts. Visitors who buy souvenirs from the Saudia Store or selected local retailers in Riyadh and Jeddah receive these stickers. Consequently, they can claim up to 1.5 kilograms of complimentary baggage allowance.
According to company data, travelers redeemed more than 39,000 stickers during the campaign. These stickers traveled with guests to 22 countries globally. This initiative connects cultural promotion with practical travel benefits for international passengers.
How Saudia wins awards through cultural initiatives
The recognition shows how Saudia wins awards by aligning its marketing strategies with cultural heritage. Essam Akhonbay, Vice President of Marketing at Saudia, stated that these accolades represent global recognition of efforts to enrich the guest experience. He added that the achievement reflects the airline’s ability to turn creative ideas into experiences with tangible impact, in line with Saudi Vision 2030.
Impact of the Coolest Ihram Innovation
The second winning project, “The Coolest Ihram,” targets Hajj and Umrah pilgrims. The product integrates advanced cooling technology into the traditional Ihram fabric. Notably, the design maintains full compliance with religious requirements while offering thermal comfort. The airline distributed more than 14,000 of these garments to pilgrims.
The campaign generated significant media reach, exceeding 237 million impressions. In addition, it achieved an earned media value of SAR 8.2 million. This project highlights how the airline uses technology to improve the pilgrimage experience in the economy of Saudi Arabia.
Future Outlook and Fleet Expansion
Established in 1945, Saudia has grown into one of the largest airlines in the Middle East. The carrier currently operates a fleet of 151 aircraft, serving approximately 100 destinations across four continents. This includes 26 domestic airports within Saudi Arabia. As Saudia wins awards on the global stage, it continues to invest in fleet modernization and service quality.
The airline recently ranked 17th in the global airline rankings by Skytrax. Furthermore, it secured the first position globally for on-time performance in May 2026, according to Cirium. These operational achievements support the airline’s strategic role in the national tourism sector.
