USD 428K PR value. 91M reach. 3.2M Instagram views. 4M TikTok views. Launched from a market that had never seen an all-business-class leisure airline before.
beOnd is the world's first premium leisure airline — all-business-class, leisure-focused, flying from GCC cities to the Maldives. The brand was unknown to GCC consumers at launch. The debut route was Riyadh to the Maldives, timed to a Saudi outbound market that was quietly becoming one of the world's fastest-growing ultra-luxury travel segments.
The brief: introduce a brand-new category — premium leisure aviation — to a Saudi audience that knew business-class and knew charter, but had no mental model for an all-business-class scheduled leisure airline.
Anchor the launch event at Fairmont Riyadh — a venue and brand that carried instant luxury credibility. Simultaneously organise a press trip to JOALI in the Maldives, with a curated group of regional editors and Saudi-authoritative influencers, to generate destination-paired content that reinforced the airline's positioning as the access route to ultra-luxury escape.
Guest list was curated tightly: editors from What's On, Sayidaty and Hia; influencers Yousef Al Sudais and Nojoud Al Rumaihi — both carrying credibility with Saudi audiences rather than generic reach.
The launch generated USD 428,396 in PR value, reaching 91.4 million people.
Influencer content achieved 3.2 million Instagram views and 4 million TikTok views — performance that established category awareness in the target market in a single launch cycle.
beOnd entered the GCC luxury travel conversation as a distinct category, not a sub-version of business class.