2,900+
Media Stories

Across 50+ countries

6.5$M
AVE

Advertising Value Equivalent

28
High-Profile Interviews

With global philosophers and thinkers

50%
Growth

International attendance vs. previous years

About the Project

Philosophy remains an emerging public discourse in Saudi Arabia, making awareness, relevance, and engagement a challenge—particularly at scale.

The objective was to reposition the Riyadh International Philosophy Conference as a globally relevant platform while making philosophy accessible, culturally resonant, and aligned with Saudi Arabia's transformation under Saudi Vision 2030.

MAZ NEXA applied its Fresh Narrative approach to reframe philosophy through inclusive, culturally grounded storytelling with global appeal, developing and executing a communications strategy that connected Saudi values with universal philosophical themes, activated high-profile global voices, and leveraged targeted international media relations.

 

Objectives

  • user (6) 1 Reposition the Riyadh International Philosophy Conference as a globally relevant platform
  • up-arrow 1 Make philosophy accessible, culturally resonant, and aligned with Saudi Vision 2030

     
  • settings (3) 1 Connect Saudi values with universal philosophical themes through inclusive storytelling
  • view (5) 1  Ensure effective message delivery across local, regional, and global audiences 

Challenges

  • Philosophy remains an emerging public discourse in Saudi Arabia
  • Making awareness, relevance, and engagement a challenge—particularly at scale
  • Repositioning the conference as a globally relevant platform
  • Making philosophy accessible and culturally resonant
  • Aligning the platform with Saudi Arabia's transformation under Saudi Vision 2030
  • Launching the website simultaneously with the introduction of new services within the Specialized ecosystem

Solutions

  • A Fresh Narrative approach reframing philosophy through inclusive, culturally grounded storytelling with global appeal
  • A communications strategy connecting Saudi values with universal philosophical themes
  • Activation of high-profile global voices
  • Targeted international media relations ensuring effective message delivery across local, regional, and global audiences

Scope of Work

 The scope of work covered the development and execution of a communications strategy that reframed philosophy through inclusive, culturally grounded storytelling: connecting Saudi values with universal philosophical themes, activating high-profile global voices, and leveraging targeted international media relations to ensure effective message delivery across local, regional, and global audiences. 
  • Fresh Narrative
  • Strategic Communications
  • International Media Relations
  • Cultural Storytelling
  • Thought Leadership
  • Global Outreach

Results

  • 2,900+ media stories across 50+ countries
  • $6.5 million AVE (Advertising Value Equivalent)
  • 50% growth in international attendance vs. previous years
  • 28 high-profile interviews with global philosophers and thinkers
  • Strategic partnerships positioned the conference as a hub of global intellectual exchange

Our Work for This Project