Case Study: Saudi Arabia Ministry of Culture elevates the G20 Summit with Imagination’s immersive cultural programme

G20 Summit Cultural Programme

The Saudi Arabia Ministry of Culture faced the immense challenge of hosting its first G20 Presidency, needing to modernize its global image and introduce its largely unknown cultural landscape to thousands of international dignitaries under an extremely tight 90-day timeline. The vendor, Imagination, was tasked with conceiving and delivering a high-stakes cultural diplomacy programme.

Imagination conceived and executed a multi-city experiential journey featuring cultural activations, entertainment, and 25 gala dinners. This immersive programme engaged over 5,000 delegates, successfully transforming standard diplomatic meetings into platforms for genuine connection and showcasing Saudi Arabia's heritage and future ambitions, thereby building global advocacy for its Vision 2030.

Saudi Arabia Ministry of Culture