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Jeddah - Yasmine El Tohamy - JEDDAH: Saudia has partnered with Newcastle United and Formula E to craft a promotional film.
Commenting on the endeavor, Khaled Tash, group chief marketing officer of Saudia, expressed his excitement, stating: “This film exemplifies Saudia’s commitment to innovation and collaboration. Sport has such a unique power to bring people together and through exciting projects like this we’re committed to bringing fans of both Newcastle United and Formula E closer to the sports they love.”
Jeff Dodds, CEO of Formula E, echoed Khaled’s sentiments, emphasizing the significance of this partnership.
“Formula E stands at the forefront of sustainable innovation and so we’re thrilled to work with Saudia and Newcastle United in highlighting our unique and exciting sport. As the wheels of Formula E race alongside the iconic wings of Saudia and the passionate spirit of Newcastle United, our collaboration showcases the possibilities for when organizations come together with a shared vision,” he said.
Peter Silverstone, chief commercial officer of Newcastle United, hailed the collaboration.
“Newcastle United provides the perfect platform for Saudia to engage with sports fans around the world. This Formula E collaboration shows how we can elevate the airline’s presence across different sectors,” he said.
“Newcastle United has a global following in all of the markets that Formula E is taking its race meetings to, whether it’s the Middle East, North America, or Asia. Our supporters will love seeing this video.
“It not only highlights the football club and our ambition to engage with supporters around the world, it also showcases the north-east of England and how special this part of the world really is,” he added.
The film is directed by the former series director of Top Gear and the Grand Tour Phil Churchward.
Director of photography Ben Joiner, known for his work on the race sequences for Rush, and professional driver Nikki Faulkner, who has featured in Hollywood movies such as Mission Impossible and Gran Turismo, also worked on the film.
The film follows a mysterious racing driver, dressed in Saudia-branded Formula E race attire, on a unique journey starting on board a Saudia aircraft and finishing at St. James Park.
The adventure, featuring 100 Newcastle United fans and three Premier League footballers, takes viewers through eight distinct locations as the film’s protagonist expertly navigates the GEN3 car around serene lakes, through a shopping arcade in Newcastle city center and around scenic urban roads to arrive at St. James Park just in time for kick-off.
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