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Exploring the Aspirations of the Current Generation for the Future of Real Estate

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Exploring the Aspirations of the Current Generation for the Future of Real Estate - Tam

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Empowering Innovation in Saudi Arabia’s Public Sector

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Empowering Innovation in Saudi Arabia’s Public Sector - Tam

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Tourism Accelerator Program

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Duration: 9 Months 
Client: Saudi Tourism Authority 
Industry: Tourism

Challenge: 
Design an accelerator program to solve challenges faced by industry leaders in the tourism sector to elevate visitor experience in Accommodation, F&amp;B, Events &amp; Attractions and Transport.
Outcome:
<ul>
<li>Designed a 5-year strategic plan for a pilot driven accelerator</li>
<li>Established 15+ pilots in seamless experience and digital innovation</li>
<li>Enabled 10+ key technology partnerships in the sector</li>
<li>Developed a strong community in the tourism sector and way forward for innovation in tourism</li>
</ul>
&nbsp;
Impact:
<ul>
<li>Introduced new technology driven experience in the tourism sector.</li>
<li>Instigated partnerships and motivation to build the future of tourism in the sector.</li>
<li>Created a foothold for STA in the tourism sector with a proven framework for innovation.</li>
</ul>
&nbsp;
<img loading="lazy" decoding="async" class="alignnone wp-image-3277 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2-1024x622.png" alt="" width="580" height="352" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2-1024x622.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2-300x182.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2-768x466.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2-1200x728.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/Picture2.png 1430w" sizes="auto, (max-width: 580px) 100vw, 580px" />
Saudi Arabia Embraces Innovation and Progress with Game-Changing Tourism Accelerator Program. In 2019, Saudi Arabia made a bold move by opening its doors to international tourism, marking a new era of growth and opportunity for the kingdom. In alignment with the nation&#8217;s Vision 2030 National Tourism Strategy, ambitious goals were set, including attracting 100 million visits by 2030, contributing 10% to the GDP, and generating over 1 million new jobs in the tourism sector. To drive progress and facilitate transformative change, Saudi Arabia launched the Tourism Accelerator Program in August, which recently celebrated its successful conclusion, leaving a lasting impact on the burgeoning tourism industry. The Tourism Accelerator Program was meticulously designed to foster collaboration among major industry players and implement cutting-edge technological solutions. Over 10 innovative technologies have been introduced, and these trailblazing advancements are now being scaled up across the kingdom, solidifying Saudi Arabia&#8217;s position as a global contender in smart tourism. The core objectives of the Tourism Accelerator Program were to:- Devise a robust, long-term sustainability strategy
<ul>
<li>Create an agile operating model for rapid pilot launches</li>
<li>Collaborate with leading tourism entities to pilot groundbreaking tech solutions</li>
<li>Forge powerful partnerships and stimulate cooperation within the industry</li>
</ul>
&nbsp;
The program&#8217;s remarkable outcomes have significantly bolstered Saudi Arabia&#8217;s tourism sector. These include sourcing over 600 solution providers, onboarding 130 organizations and industry leaders, and conducting 15 triumphant pilots in seamless experience and digital innovation. Additionally, the program produced 100MM potential business at an investment value of 350MM, facilitated 10+ MOUs, and forged 7+ strategic partnerships for the Saudi Tourism Authority (STA).The Tourism Accelerator Program&#8217;s landmark achievements also encompass organizing the first-ever Saudi event for the STA and participating in the inaugural Saudi Tourism Forum. Garnering a Net Promoter Score (NPS) of 75, a participant satisfaction score of 83%, and a 90% partner commitment for the program&#8217;s second phase, the accelerator has set a new precedent in the tourism industry. The overarching vision behind the accelerator was to cultivate a culture of disruptive innovation, empower small and medium-sized enterprises (SMEs), and bridge the digital competency gap within the tourism and hospitality sectors. By fostering a thriving ecosystem of innovators and trailblazers, the program has set the stage for Saudi Arabia to emerge as a leader in smart tourism and ensure the nation&#8217;s continued prosperity in this rapidly evolving industry. For more information on the Tourism Accelerator Program.
<h2>Extra Reference:</h2>
<ul>
<li><a href="https://accelerator.sta.gov.sa/" target="_blank" rel="noopener">https://accelerator.sta.gov.sa/</a></li>
</ul>

Tourism Accelerator Program - Tam

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Tourism Destinations Challenge

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Client: Ministry of Tourism 
Industry: Toursim

Challenge: 
Addressing the challenges faced by key tourist destinations in Saudi Arabia—Riyadh, Taif, and Al-Ahsa—by engaging the entrepreneurial community to develop innovative solutions that transform these locations into attractions for tourists and investors.
Outcome: 
A three-phase training camp brought together a diverse group of individuals with varying backgrounds, expertise, and ideas. Participants were given the opportunity to develop their concepts into actionable projects ready for real-world implementation. Tools and activities were designed to expand their knowledge base and inspire innovative approaches to make an impact in the tourism sector.
Impact: 
The program resulted in nine innovative and executable tourism projects developed by the winners who successfully reached the third phase out of 600 participants. These winners now have the potential to contribute to the tourism sector with their creative ideas, offering long-term value and cutting-edge services for the industry&#8217;s future projects.
The &#8220;Tourism Destinations Challenge&#8221; program was launched in 2022 under the patronage of the Ministry of Tourism in collaboration with TAM Company. This three-phase training camp was designed to deliver entrepreneurial and innovative solutions to tackle major challenges faced by the target destinations—Riyadh, Taif, and Al-Ahsa. The goal was to foster a community connecting investors, innovators, service providers, and entrepreneurs in the tourism sector, thereby supporting the growth and development of these destinations, attracting more investments, and aligning with Saudi Arabia’s Vision 2030.
With 600 innovative ideas across nine tracks and over 15 sub-challenges, the training camps spanned nearly three months, offering more than 70 hours of training. The program collaborated with over 30 tourism sector experts to enrich the participants&#8217; experience, making it both valuable and enjoyable.
The program followed a methodology named &#8220;Destination Methodology&#8221;, dividing its phases into themed stages symbolizing the participants’ journey toward achieving their goals. This approach fostered collaboration and innovation:
<ul>
<li>Phase 1 (Exploration): The Map Stage 
Participants enhanced their skills in research, analysis, opportunity discovery, and problem-solving, adopting innovation and entrepreneurial concepts.</li>
<li>Phase 2 (Design): The Compass Stage 
This phase focused on creative thinking and solution generation, aiming to develop practical solutions for the identified challenges. Participants built prototypes in preparation for testing.</li>
<li>Phase 3 (Building): The Treasure Stage 
The final phase centered on testing the prototypes, ensuring their quality, and preparing to launch the selected entrepreneurial projects into the market.</li>
</ul>
The program concluded with a closing ceremony where financial grants were awarded to the nine winning projects that achieved the highest evaluations throughout the three phases.

Tourism Destinations Challenge - Tam

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Cultural Talents Tournament

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Duration: 12 months 
Client: Ministry of Culture in partnership with the Ministry of Education 
Industry:Culture | Education

Challenge 
<ul>
<li>Identifying and nurturing cultural proficiency in different areas of study for male and female students pursuing general education from across the Kingdom.</li>
</ul>
&nbsp;
Outcome 
<ul>
<li>Over 200,000 students from various parts of the Kingdom participated.</li>
<li>More than 8,192 male and female students attended training workshops.</li>
<li>Presenting awards to 1,918 male and female students who excelled in the educational department.</li>
<li>Organizing a cultural training camp, which was attended by 117 male and female students.</li>
<li>Collaborating with over 94 male and female supervisors from various educational departments.</li>
<li>Collaborating with 10 experienced male and female trainers who specialize in cultural fields.</li>
<li>Cooperating with various cultural institutes and museums to arrange field visits during the training camp.</li>
</ul>
&nbsp;
Impact 
<ul>
<li>Achieving a significant milestone in developing the Kingdom&#8217;s cultural sector by empowering future generations.</li>
<li>Combining the concept of culture directly and indirectly into the curriculum of general education schools.</li>
<li>Enhancing awareness and preservation of Saudi Arabia&#8217;s cultural heritage.</li>
<li>Establishing sustainable opportunities by setting up training institutes and cultural scholarship programs.</li>
</ul>
<h2></h2>
<h2>&#8220;Distinguished Talents in Theatre, Films, and Visual Arts Win Awards in Cultural Skills Competition&#8221;</h2>
The competition, known as the Cultural Talents Tournament, is a nationwide event that takes place in the Kingdom and is open to general education schools. The competition aims to identify innovative students in various cultural fields, supporting them and helping them improve their skills. The competition has six primary categories, including Film, Music, Literature, Theater, Visual Arts, and Heritage. The competition is intended for male and female students in the upper grades of primary school and middle and high school students.
The competition aims to showcase the cultural skills of students using a well-designed methodology to achieve the following:
<ul>
<li>Safeguard the cultural heritage of the Kingdom and raise awareness about it.</li>
<li>Discovering and developing skills in cultural and artistic fields.</li>
<li>Increase the enthusiasm of male and female students towards pursuing diverse cultural fields.</li>
<li>Ensure male and female students can utilize their potential.</li>
</ul>
&nbsp;
The competition goes through different stages: preparation, launch, discovery, sorting- process, training, judging, camp, and ceremony.
The stages were designed to activate the main objectives of the competition according to the best practices followed in the cultural and training fields.
The first stage involves receiving entries from male and female students in specified tracks, followed by sorting and filtering to select the best entries.
In the third stage, students will develop cultural skills through distance training and submit creative entries. Judges will then choose the best entries and reward the winners.
In the fifth stage. The selected students will participate in a training camp to further develop their creative skills in various cultural fields. The results will be announced in the closing ceremony.
The competition offers prizes worth more than 5 million Saudi riyals. The winners in each track and each educational stage will receive 100,000 riyals for the first place, 75,000 riyals for the second place, and 50,000 riyals for the third place.
The competition is part of the “Cultural Capability Development” strategy, which aims to improve the connection between general education students in the Kingdom with culture and arts. The goal is to identify their skills and work towards enhancing and developing them. This will enable creative individuals to contribute to the enrichment and effectiveness of Saudi Arabia&#8217;s cultural sector.
<h2>Media Coverage:</h2>
<ul>
<li><a href="https://twitter.com/mbcinaweek/status/1664626176743055362?s=21&amp;t=s-NumyBxfdAJBRViDrPmVA">https://twitter.com/mbcinaweek/status/1664626176743055362?s=21&amp;t=s-NumyBxfdAJBRViDrPmVA</a></li>
</ul>
&nbsp;
<h2>Additional References:</h2>
<ul>
<li><a href="https://engage.moc.gov.sa/cst">https://engage.moc.gov.sa/cst</a></li>
</ul>

Cultural Talents Tournament - Tam

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Doyof Al Rahman Program

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<h4>The Unification of Saudi Arabia’s Pilgrim Service Providers</h4>
Doyof Al Rahman Program 
Client : DARP 
Duration : 4 Months 
Industry : Tourism,

Empowering Doyof Ar-Rahman Program employees by enhancing their innovative and guest-centered initiatives capabilities.


The unification of the program’s departments and members using a three-day training bootcamp.


An increase in awareness among different sectors about the positive impact of the program and its needs through intensive workshops. This helped publish the initial version of the program’s tools and resulted in 170+ new initiative proposals.


The Saudi hospitality industry was one of the many sectors that took a hit in 2020 after the country halted all things travel and tourism. That may sound like an entirely bad situation, but there was still some benefit to it. The industry was given the opportunity to take a step back and reevaluate its operations.
Prior to the kingdom’s Vision 2030 economic diversification objectives, which included the expansion and reinforcement of tourism, the hospitality sector relied majorly on domestic tourism and pilgrimage to run. With millions of pilgrims annually showing up for Hajj alone, the country did not really need to diversify its tourism sector even after the Vision was declared, at least not in its western region.
Saudi Arabia may have even broken a record in 2019 when its Holy city of Makkah witnessed the arrival of over 2.5 million Hajj pilgrims. It is considered one of the world’s largest human gatherings, after 2012’s 3.16 million, of course. However, that number did not tide over into 2020, as the kingdom placed a 1,000-pilgrim cap for the year due to the unfortunate circumstances.
Nevertheless, that move gave the country the freedom to step things up and renew its hospitality efforts. More specifically, it set out to strengthen its Doyof Al Rahman (or “Guests of God”) Program (DARP) which was launched in 2018 as part of the Vision 2030 objective looking “to enhance the experience and the ability of Hajj and Umrah.”
<img loading="lazy" decoding="async" class="alignnone wp-image-3091 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-1024x571.png" alt="" width="580" height="323" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-1024x571.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-300x167.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-768x428.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-1536x857.png 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd-1200x669.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/darp-2nd.png 1920w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Hospitality for pilgrims</h2>
DARP’s main goal when working with TAM in 2020 was to empower its pilgrim service providers by developing and fortifying their innovation-based knowledge and infrastructure. This would unify the program’s departments and employees, allowing them to design, implement, and launch powerful guest-centered initiatives and services. With DARP&#8217;s green light, TAM began the process of blueprinting the Guest Centrality Methodology project.
The project consisted of six primary courses of action; the initial being an analysis of DARP’s guest-centrality experience adoption level. The analysis was made up of both secondary and field research performed through a collaborative effort between TAM and the program’s department representatives. The course’s interviews, surveys, past reports, and three workshops proved beneficial.
TAM’s team was able to gather enough information about the available skill gaps and stakeholders’ vision to move on to the project’s second round. This involved determining the areas in need of development by utilizing TAM’s very own capability maturity measurement tool.
The ensuing results eased the project’s next step which included identifying and developing the complete guest experience methodologies, tools, and guidelines. The initiative’s design methodology contained two essential elements; the compass and the map. They were created as detailed guides towards higher quality initiatives and services, keeping the designers prepared for any needs or challenges that may arise.
Now that the program had a clear and dynamic methodology to follow, as well as a toolkit made to support the design and launch of new initiatives, it was time to move to the succeeding stage. Stage four was all about developing a unified content and structure base for DARP’s forms, guidelines, and awareness campaigns. It included the building of the program’s designated “Memory Making” platform and ensuring it was filled to the brim with educational and awareness-based content. More specifically, 15 information-packed videos and 38 innovation-stimulating interactive tools were added.
Next, TAM designed a three-day bootcamp for the program’s employees. The bootcamp’s training consisted of an introduction to the compass and its basic components as well as its implementation, to guarantee its success and the employees’ ability to operate it. Fifty-two individuals from nine different DARP departments attended the daily training sessions that covered everything from the basics and foresight, to discovery, design, and initiation.
“It is rare for one to sit all hours in a seminar with enthusiasm. This is the first camp I have ever enjoyed the whole time.” &#8211; Bootcamp Attendee (Translated Quote)
Finally, the awareness segment came into play. TAM held 11 intensive workshops revolving around the prioritized paths of DARP to test the methodology and generate ideas for initiatives. The seminars saw the participation of 15 different sectors and 171 newly produced initiatives. Additionally, these interactive workshops contributed to building a positive image of the program while enhancing its role as a sector-based driver and catalyst.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://saudigazette.com.sa/article/608859/SAUDI-ARABIA/SDAIA-DARP-and-STC-launch-smart-bracelet-project-for-pilgrims">https://saudigazette.com.sa/article/608859/SAUDI-ARABIA/SDAIA-DARP-and-STC-launch-smart-bracelet-project-for-pilgrims</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://www.vision2030.gov.sa/v2030/vrps/darp/">https://www.vision2030.gov.sa/v2030/vrps/darp/</a></li>
<li><a href="https://www.stats.gov.sa/sites/default/files/haj_40_en.pdf">https://www.stats.gov.sa/sites/default/files/haj_40_en.pdf</a></li>
</ul>

Doyof Al Rahman Program - Tam

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Kiram

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<h4>Expanding Horizons and Conquering a New Era of Tourism</h4>
Kiram 
Client : Saudi Tourism Authority  
Duration : 9 months 
Industry : Tourism

To empower Saudi Arabia’s tourism sector service providers with the knowledge, skills, and tools to conquer a new era of tourism.


A two-part bootcamp that brought together tourism service providers from various backgrounds to help accelerate and expand their expertise in the ever-changing sector.


A combination of 110 new tourism package ideas and models were delivered by the 110 participants (out of 173) who made it to the second round of the bootcamp. These participants now have the ability to innovate for the sector in the long-run, while also catering to the sector’s latest approaches.


Saudi Arabia has been vastly extending its tourism horizons as part of its Vision 2030 economic and social transformation efforts. During 2021 alone, the kingdom relaunched its Saudi Seasons events which can be attended throughout most of the country’s major cities. Its latest, the Winter Season, was recently launched by the Saudi Tourism Authority (STA) and is filled with over 300 packages and experiences best suited for winter.
During its first month, Riyadh Season alone brought in 3 million local, regional, and international tourists across nine of its expected 14 varied activity zones. The kingdom’s Tourism Development Fund has also let loose $533 million on tourism projects worth $1.6 billion; the rest of the funding was financed by the private sector.
As of November 2021, three of Saudi Arabia’s authorities signed a deal to promote eco-tourism. The kingdom’s Ministry of Tourism, Imam Abdulaziz bin Mohammed Royal Reserve Development Authority, and STA decided it was time to develop a more eco-friendly approach to the sector after the very eye-opening COP26 climate change conference in October. All of these initiatives only scratch the surface of the extent to which Saudi Arabia is diversifying its economy and expanding its tourism sector.
<img loading="lazy" decoding="async" class="alignnone wp-image-3072 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-1024x571.jpg" alt="" width="580" height="323" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-1024x571.jpg 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-300x167.jpg 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-768x428.jpg 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-1536x857.jpg 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy-1200x669.jpg 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/kiram-2nd-copy.jpg 1900w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Freshening up the tourism sector</h2>
However, after an almost two-year hiatus, tourism is finally back in full force, which could have made tourism service providers just a tad rusty. To help these experts get back on track, the Saudi Tourism Authority, in collaboration with TAMx, designed the two-part tourism sector bootcamp Kiram in 2021. Its end goal was to create a sense of empowerment among the kingdom’s service providers and guide them in this new era of tourism.
The initiative started off with the 10-hour virtual and interactive training bootcamp, or Kiram Basics. Using the necessary virtual communication and practice tools, the 173 boot camp participants connected with three of TAMx’s very own innovation experts and five local tourism industry specialists. The latter’s expertise ranged from strategy and marketing to hospitality and tour guiding.
At the end of Kiram Basics, 132 participants submitted their own ideas for enhanced tourism experiences using the best practice tools and methods they had encountered during the virtual session. These same participants were then invited to join in on the second, more advanced and in-depth part of the bootcamp, Kiram Hackathon, based on their idea evaluation according to an agreed upon filtration criteria.
Of the total, 110 participants continued on with the bootcamp Hackathon, which was developed as a means of increasing the quality of the overall experience with the addition of both one-on-one and group coaching sessions. That meant, in addition to the three TAMx innovation experts and the four tourism specialists, there was a need for eight facilitators with different training and coaching backgrounds. They helped conduct the 10-minute one-on-one creativity sessions, for logo designs and content enhancement, as well as the group coaching sessions for marketing, logistics, and business model innovation guidance.
&#8220;Thank you Kiram for the development, support, and brainstorming of creative outputs/ Thank you Saudi Tourism Authority for the mighty tourism program, creative ideas, and linking creators to a network of relationships for fruitful cooperation.” &#8211; Areej Al AbdulKader, Kiram participant. (Translated Twitter Post)
The days included multiple tourism-based activities and exercises, and practice using the most required tools in the industry dedicated to experience design, story design, and financial cost models. The conclusion of the two-day Kiram Hackathon bootcamp, the participants were given the opportunity to showcase their new tourism package models. They were then handed a certificate of completion to display their newly acquired knowledge and skills.
<h2>Media Coverage</h2>
Quote link: <a href="https://twitter.com/a87556104/status/1447237179177058310">https://twitter.com/a87556104/status/1447237179177058310</a>
<ul>
<li><a href="https://www.arabnews.com/node/1806746/saudi-arabia">https://www.arabnews.com/node/1806746/saudi-arabia</a></li>
<li><a href="https://saudigazette.com.sa/article/603390">https://saudigazette.com.sa/article/603390</a></li>
<li><a href="https://www.leaders-mena.com/the-saudi-tourism-authority-launches-kiram-program/">https://www.leaders-mena.com/the-saudi-tourism-authority-launches-kiram-program/</a></li>
<li><a href="https://saudigazette.com.sa/article/605496">https://saudigazette.com.sa/article/605496</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://www.arabnews.com/node/1976176/saudi-arabia">https://www.arabnews.com/node/1976176/saudi-arabia</a></li>
<li><a href="https://www.zawya.com/saudi-arabia/en/life/story/Riyadh_Season_welcomes_3mln_visitors_during_first_month_since_launch-SNG_263039803/">https://www.zawya.com/saudi-arabia/en/life/story/Riyadh_Season_welcomes_3mln_visitors_during_first_month_since_launch-SNG_263039803/</a></li>
<li><a href="https://english.alarabiya.net/News/gulf/2021/11/22/Saudi-tourism-fund-invests-over-500-mln-since-last-year-Statement">https://english.alarabiya.net/News/gulf/2021/11/22/Saudi-tourism-fund-invests-over-500-mln-since-last-year-Statement</a></li>
<li><a href="https://www.arabnews.com/node/1978581/saudi-arabia">https://www.arabnews.com/node/1978581/saudi-arabia</a></li>
</ul>

Kiram - Tam

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Fikra Platform

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<h4>Opening Up the Mind to Innovation</h4>
Fikra Platform 
Client : Monsha’at  
Duration : 24 Months

The support and development of innovative individuals and SMEs in the kingdom through engagement, training, and investment to expand its business and tech sectors.


A program spanning three years in partnership with Monsha’at, composed of 14 innovation challenges, seven bootcamps, and 10 innovation seminars.


The development of 80 innovative ideas due to the increased knowledge and training provided to the 3,598 participants. The success of the program lead Monsha’at to signing a partnership agreement with TAM to launch the Open Innovation Center in 2021.

What exactly is open innovation? It is the process of being open to sharing and receiving innovative information and ideas from inside and outside an organization. But, then what? Well, organizations collaborate with these creative minds that came up with the innovations to transform them from a mere thought into usable products, services, and procedures.
For Saudi Arabia, facilitating innovation proves its local and international adaptability towards creativity and diversity within the business and technology spectrums. When the Saudi Vision 2030 was announced in 2016, one of its priorities was to strengthen small and medium sized enterprises (SME) within the kingdom. This allows it to fulfill its economic diversification plan, especially since SMEs made up 29% of the country’s Gross Domestic Product (GDP) in 2018, a growth of 45% since the Vision became the threshold.
One major move the kingdom made was to immediately bring to life the Saudi Small and Medium Enterprises General Authority, or Monsha’at, whose key objective is to support, develop, and nurture the SME sector. The authority was the means by which Saudi Arabia addressed the difficulties that SMEs had been facing, such as financial backing, lack of information and contacts, and unorganized business plans.
<img loading="lazy" decoding="async" class="alignnone wp-image-3058 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-1024x550.png" alt="" width="580" height="312" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-1024x550.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-300x161.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-768x412.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-1536x825.png 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second-1200x644.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/fikra-second.png 1920w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>A penny for your thoughts</h2>
Fikra (Arabic for “idea”) Platform is an open innovation and participatory thinking platform developed by Monsha’at. For three consecutive years, TAM and Monsha’at worked hand in hand to ensure the complete success of the endeavor, reach out to as many aspiring innovators as possible, and provide them with one of the greatest experiences.
The Fikra Platform launch event was held in the country’s capital, Riyadh, at the Saudi International Conference and Exhibition for Internet of Things in 2019. It was attended by the governor and deputy governor of Monsha’at as well as the Minister of Communications.
The beginning stages of TAM’s preparation of the platform centered around three main elements: the name (to be used across all promotional campaigns), the website (to receive submissions), and the challenges. After interviewing multiple experts across the different fields and conducting thorough research and analysis, a total of 14 challenges in collaboration with 14 different private and public sector entities, such as Noon, Al Dawaa Pharmacy, and the General Commission for Audiovisual Media, were chosen to represent the program.
The challenges focused on a digital solution-finding trajectory for current or future obstacles within multiple industries, including education, engagement, pharmaceuticals, and e-commerce among others. The main goals for this program were to attract innovative private and public sector solutions, increase demand for innovation by making things interesting, engage the community, and support local talents and creatives.
The overall marketing strategy involved regularly uploading social media posts from the Monsha’at official Twitter and LinkedIn accounts over a three-year timespan as well as the employment of local influencers. Traditional media coverage from popular local newspapers such as The Economist (الاقتصادية) and Saudi Gazette aided in pushing things forward towards the public, while direct communication through emails and WhatsApp messaging hammered home the spreading word about the Fikra Platform challenges. The combination of these promotional and engagement moves resulted in the submission of 3,598 innovations, most of which favored .
A total of 10 seminars and 7 training bootcamps were assembled throughout the program’s duration as part of its objective to support participants in advancing their innovations. Every challenge had its own judging committee which resulted in 42 official winners (three from each challenge category) and 80 developed ideas. The majority of the submissions leaned towards the design of watches inspired by Saudi Heritage and the creation of social security programs.
However, in order to succeed, the competitors had to get to work on the planning and licensing processes while also handing in a business model that could be broadened. Additionally, they had to have a clear marketing strategy and financial summary, as well as a serious attitude towards implementation.
The success of the Fikra Platform program lead Monsha’at to sign a partnership agreement with TAM in June of 2021 to launch its very own Saudi Open Innovation Center located within Monsha’at’s headquarters in Riyadh.
“The Riyadh center specializes in the Internet of Things (IoT) and cybersecurity, and the Khobar center focuses on artificial intelligence and data analytics. We have a track for traditional businesses to adopt new technology, and we have another track for innovative startups.” &#8211; Monsha’at Tech Innovation Specialist, Mohammed Almamar, Arab News
<h2>Media Coverage</h2>
<ul>
<li><a href="https://tantalumforce.com/monshaat-launches-the-saudi-open-innovation-center">https://tantalumforce.com/monshaat-launches-the-saudi-open-innovation-center</a> </li>
<li><a href="https://www.arabnews.com/node/1913256/business-economy">https://www.arabnews.com/node/1913256/business-economy</a>  </li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://www.zawya.com/mena/en/business/story/Saudi_SMEs_contribution_to_GDP_accelerates_45_in_5_years-SNG_214314195/">https://www.zawya.com/mena/en/business/story/Saudi_SMEs_contribution_to_GDP_accelerates_45_in_5_years-SNG_214314195/</a></li>
<li><a href="https://www.monshaat.gov.sa/en/about">https://www.monshaat.gov.sa/en/about</a></li>
<li><a href="https://oxford-review.com/oxford-review-encyclopaedia-terms/encyclopaedia-open-innovation-definition-explanation/">https://oxford-review.com/oxford-review-encyclopaedia-terms/encyclopaedia-open-innovation-definition-explanation/</a></li>
</ul>

Fikra Platform - Tam

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GEA Challenges

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<h4>Turning Hidden Saudi Talents into an Active Creators Society</h4>
GEA Challenges 
Client : General Entertainment Authority 
Duration : 6 Months 
Industry : Entertainment,

Developing and strengthening the creative and culturally talented human capital within the Saudi entertainment sector to aid in gap reduction, industry transformation, and economic furtherance.


A collaboration with a Saudi governmental entity, resulting in a human capital development initiative working towards discovering talents by virtue of a competition and bootcamp.


More than 11,000 participants submitted an application, 95 of which were chosen to participate in the Bootcamp segment. Aside from forging connections with experts and the government itself, 80 contestants took part in one of the largest events of 2019, Riyadh Season, and three others landed jobs in their fields of expertise.


The GEA Challenges’ undeniable positive impact, along with the tens of similar programs the GEA has held, can be considered a major player in the authority’s significant progress in finding, acquiring, and developing the kingdom’s creative talent community.
Gifted creators and artists across Saudi Arabia have been surfacing in search of their own unique spotlights ever since the kingdom began heavily diversifying its economy away from oil production. The entertainment sector has been one of its main transformational focal points throughout this entire ongoing process &#8211; one that is promising and aspirational.
When the Saudi Vision 2030 was initially announced in 2016, one of its many set goals was to increase household entertainment spending from 2.9% to 6% during the 14-year timespan. Subsequently, almost 60% of the kingdom’s 34.27 million population count are under the age of 30; they are the local entertainment-relishing target that will not only help boost the entertainment sector’s market value but the Saudi economy as a whole.
To achieve the positioned objective, the country needed to expand, develop, and transform its entertainment horizons. At the start of this endeavor, Saudi Arabia was experiencing a challenge in the form of talent shortages. Combating the gap in human capital and hastening its mending are elements of the kingdom’s transformation initiatives, by default making them part of its authorities’ efforts.
<img loading="lazy" decoding="async" class="alignnone wp-image-3043 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-1024x550.png" alt="" width="580" height="312" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-1024x550.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-300x161.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-768x412.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-1536x825.png 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd-1200x644.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/gea-2nd.png 1920w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Starving Artists No More</h2>

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GEA Challenges - Tam

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NEOM Scholarship

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<h4>Reviving the Saudi Filmmaking Industry</h4>
NEOM Scholarship 
Client : NEOM 
Duration : 1 Month 
Industry : Education

Re-establishing the filmmaking industry in an almost movie-barren Saudi Arabia and inspiring creators to develop their already present filmmaking skills.


The first 55 Saudi film directors, digital effects artists, and marketing experts were awarded the NEOM scholarship to one of the world’s best film schools.


The mere mention of the program has drawn the attention of a mass filmmaking fanbase not yet recognized in Saudi Arabia; approximately 6,000 of which dared to apply in the program’s first year.


This initiative alone has brought awareness back to and revived an almost forgotten industry. The overall impact has yet to be determined as the courses are still ongoing and there is much more yet to come.
Saudi Arabia began to focus its efforts on the film industry in 2018 by developing and expanding its local film theaters and screenings, after recognizing the advantageous role they played in reaching its Vision 2030 objectives. A good start &#8211; and a definite step forward &#8211; for the country’s film industry was awarding seven cinema licenses to both local and international media companies in a single year; the final license was given to the country’s own homegrown cinema brand, Muvi.
That being said, a breakthrough in the cinematic industry without local talent is just not as rewarding as it should be. According to the British Council’s first in-depth report on the kingdom’s film industry in 2020, 41% of the respondents think that skill shortage was the key obstacle to hiring in the Saudi film industry. The report also found that 54% of the country’s motion picture productions were short films, while full feature films accounted for nothing but a mere 4%.
One thing seems to have been missing from the equation: an environment of inspiration and cultivation.
<img loading="lazy" decoding="async" class="wp-image-3032 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-1024x563.jpg" alt="" width="580" height="319" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-1024x563.jpg 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-300x165.jpg 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-768x422.jpg 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-1536x845.jpg 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy-1200x660.jpg 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/neom-img-copy.jpg 1900w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>The acceleration and transformation of the first fifty-five</h2>
As part of its revolutionary aspirations to become the leading accelerator of human progress and transformation, the ‘new future’ city of NEOM collaborated with TAM to bring to fruition a filmmaking scholarship program at one of the world’s highest ranking film schools, the United Kingdom’s National Film and Television School (NFTS).
The program offered 50 spots for the blended learning NFTS Filmmaking Certificate course and five placement opportunities for applicants pursuing their postgraduate studies. Of the 12,880 emails that were dispatched, 5,720 users signed up during the three-week registration timeframe, however only 17.4% of the applicants completed the form in time.
To make sure all interested parties were aware of the scholarship’s existence and gain the highest possible reach, TAM contacted 90 different Saudi-based universities, 135 media startups and freelancers, and conducted 10 webinar sessions at educational institutions.
The initial filtration process, headed by TAM’s filtration specialists, commenced just two days after submissions began. The validity of the forms was determined based on preset quantitative evaluation terms that were met by 161 individuals; 70 of which had applied to the Master’s program and 91 to the filmmaking certificate course.
The final nominees went on to conduct an interview with a media-specialist committee consisting of members from both NFTS and NEOM. These interviews were the deciding factor for the final selection of 55 students &#8211; 32 males and 23 females &#8211; based on their backgrounds, portfolios, and the passion they have for the industry.
The scholarships are currently still ongoing as the students have just begun attending the school, meaning the long term outcome of this initiative is yet to be determined. However, the short term outlook shows how the initiative was able to bring thousands of Saudi filmmakers out of hiding which could in turn cause the industry to develop and prosper.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://np.psau.edu.sa/ar/news/2020/11/1606115645">https://np.psau.edu.sa/ar/news/2020/11/1606115645</a></li>
<li><a href="https://www.jobzaty.com/blog/neom-scholarships-1040">https://www.jobzaty.com/blog/neom-scholarships-1040</a></li>
<li><a href="https://twitter.com/SAT_EDU/status/1327997564570927105">https://twitter.com/SAT_EDU/status/1327997564570927105</a></li>
<li><a href="https://barq-org.sa/578533/#.X6wljAJWLvs.twitter">https://barq-org.sa/578533/#.X6wljAJWLvs.twitter</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://www.britishcouncil.sa/en/about/press/first-depth-report-saudi-film-industry-launched">https://www.britishcouncil.sa/en/about/press/first-depth-report-saudi-film-industry-launched</a></li>
<li><a href="https://scholarships.neom.com/#section-about">https://scholarships.neom.com/#section-about</a></li>
</ul>

NEOM Scholarship - Tam

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Daw’ Film Competition

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<h4>The Future of the Saudi Film Industry is Nigh</h4>
Daw’ Film Competition 
Client : Ministry of Culture 
Duration : 6 Months 
Industry : Culture, Education

To support and empower local Saudi filmmakers on their path towards creating and contributing to a powerful potential-filled film industry.


A total of 30 films and scripts by talented filmmakers which can now be perfected and released to the local and international public.


A step forward in the direction of industry growth and the increased public understanding on how the Saudi government’s efforts are focusing on supporting people’s creativity and skills as well as the country’s thriving future.

The Saudi film industry has taken off on a mission to become one of the world’s leading sectors with some of the most creative locals steering it to success. The market may not be untouched, but is definitely still unsaturated and has potential beyond what other already film-established countries do.
For example, the kingdom has been tapping into the Anime market, long dominated by Japan, with the Saudi-Japanese anime ‘The Journey’ which just so happened to premier in Tokyo mid-2021. About a month after that, Saudi Arabia participated in the renowned Cannes Film Festival in France with a pavilion of its own.
According to the multinational network of firms PwC, the film industry in the kingdom is “a billion dollar opportunity.” With an investment budget of no less than SAR 10 billion, it is expected to contribute no less than SAR 1 billion to the country’s Gross Domestic Product in addition to creating thousands of job opportunities.
A place among the greats
Among one of the many initiatives the Ministry of Culture (MOC) has, and will implement to further the kingdom’s film industry is the Daw’ (“Light” in English) Film Competition. The MOC and TAM decided to collaborate to bring to fruition a competition that would provide financial, moral, and expert support to the winning filmmakers.
This initiative did not only aim to uncover local industry talents, but to also find hidden artistic gems in the form of films; ones that would enhance the industry as a whole within the kingdom and showcase the true creative abilities of Saudis. However, these talents needed a place to go to find all the detailed information as well as the registration form, meaning a website would be essential.
TAM designed the website in an easy-to-use, highly responsive manner to ensure anyone attempting to apply would find answers to all their questions before sending in their application. The competition was launched through the MOC’s personal Twitter account, influencer promotion, and an informational video which was uploaded to YouTube. Reaching the masses also meant using traditional marketing tools, such as emails and flyers.
Filmmakers then had approximately four months to put together their portfolios and look over any completed, or even incomplete, scripts or films they hoped to submit. Out of the 178,300 website visits, a total of 258 creatives were courageous enough to submit their work to be assessed and nominated for a chance to win the MOC’s support.
During the first filtration phase, a team assembled by TAM worked to make certain that a specific level of standards was kept throughout this initiative by keeping only the submissions that fit the criteria. This filtration process resulted in the acceptance of 162 proposals which would go on to be nominated for the Daw’ Film Competition award by a committee consisting of six members specializing in the filmmaking and scriptwriting fields.
All those nominated by the committee were eligible to move forward in the competition where they would be judged by a panel of five long-time cinematic experts. The judges were provided with a system that would allow them to view each and every submission, one after the other, and evaluate them once the viewing was complete.
&#8220;Praise be to God. The movie #TheSchool won among the films in the feature film category #Daw’_film_competition. Congratulations to all the creative winners who won. You have always been an inspiration.” &#8211; Ayman Jamal (Translated Twitter post)
At the end of the day, 30 winners across all five competition categories were selected to get either full or partial backing based on their needs. The winners were announced online using the MOC’s Twitter account to show the masses that they had a chance to achieve what they set out to and motivated them to do so.
<h2>Media Coverage</h2>
<ul>
<li>Quote link: <a href="https://twitter.com/atjamal/status/1230574409750110210">https://twitter.com/atjamal/status/1230574409750110210</a></li>
<li><a href="https://www.arabnews.com/node/1796001/saudi-arabia">https://www.arabnews.com/node/1796001/saudi-arabia</a></li>
<li><a href="https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2182391">https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2182391</a></li>
<li><a href="https://www.wafyapp.com/en/article/daw-a-saudi-film-competition-to-support-local-talents">https://www.wafyapp.com/en/article/daw-a-saudi-film-competition-to-support-local-talents</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://english.alarabiya.net/life-style/entertainment/2021/03/02/Manga-Production-s-first-ever-Saudi-Japanese-anime-film-set-to-hit-theaters-in-2021">https://english.alarabiya.net/life-style/entertainment/2021/03/02/Manga-Production-s-first-ever-Saudi-Japanese-anime-film-set-to-hit-theaters-in-2021</a></li>
<li><a href="https://www.pwc.com/m1/en/publications/documents/cinemas-in-saudi-arabia-opportunity.pdf">https://www.pwc.com/m1/en/publications/documents/cinemas-in-saudi-arabia-opportunity.pdf</a></li>
<li><a href="https://www.spa.gov.sa/2259998">https://www.spa.gov.sa/2259998</a></li>
</ul>

Daw’ Film Competition - Tam

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Filmmakers’ Program

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<h4>Training for Next-Level Saudi Filmmaking</h4>
Filmmakers’ Program 
Client : Film Commission 
Duration : 8Month 
Industry : Education

To upskill amateur and professional Saudi filmmakers, scriptwriters, audio engineers, and film editors for the future industry market.


A partnership with some of the leading filmmaking institutions in the world, and the emergence of 1,120 creative industry movers.


Some initiatives are designed to have more long-term effects rather than immediate ones, and this is one of them. However, an impact that can be witnessed now is the Film Commission’s decision to choose a female-directed imaginative movie to represent Saudi Arabia at the Oscars.


Saudi Arabia is taking its film industry to the next level one quick step at a time. In 2020, the kingdom’s very own cinema brand Muvi opened up the largest local multiplex cinema. This turned out to be the right decision when almost 6.6 million movie tickets were sold that year.
The country then launched its first ever drive-in cinema in 2021 bringing back the 1950s era when such movie screenings were in high demand. Later the same year, the Saudi Film Festival was introduced in Dhahran and the ‘Saudi Film Night’ found itself in Paris at the Arab World Institute. These industry achievements only scratch the surface of the initiatives the kingdom is implementing to strengthen its presence within the industry, both locally and globally.
In fact, the local feature film ‘Scales’ directed by Saudi filmmaker Shahd Amin was chosen by the Film Commission to represent the kingdom at the Oscars. Although this specific film did not win in the International Feature Film category, it was still a move in the right direction for the country and a proud moment for Shahd Amin.
<h2>Bringing imagination to life</h2>
Nearing the end of 2020, TAM and the Ministry of Culture’s Film Commission began preparations for the subsequent year’s Digital Filmmakers’ Program. The program is part of the commission’s efforts towards advancing the industry by supporting and developing film-based talents within the kingdom under the Vision 2030 umbrella.
On a more specific level, the program was created as a means of training and empowering local film talents, enriching local content, and enhancing the overall fondness for the industry. To get things going in the right direction, Digital Filmmakers’ Program collaborated with some of the most prestigious local and international film schools and institutions, such as 3rd action, Sidra, and The London Film School to name a few.
As things were still slightly uncertain in terms of the pandemic, the 44 available courses were held online and developed for both amateurs and professionals looking to advance their skills in five main industry areas (scriptwriting, production, business, editing, and audio). Interested individuals also had the option to take on more general courses that covered acting, directing, and documentary filmmaking.
<div class="quote">
&#8220;An initiative full of passion for Saudi filmmakers. The #Film_Commission launches the #Digital_Filmmakers_Program to provide cinematic talents with knowledge-filled resources that raise the standards of the Saudi film industry with international and local universities and film institutes.&#8221;
Mufarreh Zraiqan (Translated Twitter Post)
</div>
To start things off, TAM designed the program’s identity and logo giving it a personality of its own that would resonate in the minds of local cinematic talents. Once that step was completed, the team was able to move forward with creating a website that fit the identity and where film fanatics could find all the information they required to register. Before anyone could register however, TAM had to work on notifying the locals and raising awareness about the existence and uniqueness of the Filmmakers&#8217; Program.
With the target audience set and the communication tools decided upon, the message with its patriotic, educational, inspirational, and enjoyable tone could be sent out to the masses. Between static posts on Twitter, information-filled videos, local coverage by well-known media platforms, and the knowledge that 37 skilled industry veterans would be hosting the courses, the program banked 1,120 attendees.
<div class="quote">
&#8220;The courses the ministry is offering to students for free is amazing. As soon as I received the link I forwarded it to all my students. There are courses we can even learn and gain from for professionals, which I appreciate, because we should forever be learning and improving.&#8221;
Film Director and Producer, Danya Alhamrani, Arab News
</div>
These program attendees were chosen from a pool of over 5,400 applicants which had to be filtered through based on certain criteria determined during the planning process. After the conclusion of the courses, the talents were presented with certificates of training and completion as proof of their newly reinforced and acquired skills which they can now put to the test at any time.
&nbsp;

Filmmakers’ Program - Tam

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National Culture Awards

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<h4>Celebrating and Showcasing the Diverse Cultural Talents</h4>
National Culture Awards 
Client : Ministry of Culture 
Duration : 14 Months 
Industry : Culture

To bring awareness to, show support for, and encourage Saudi creative talents to forge ahead and become new role models within the 16 cultural sectors.


Tens of thousands of local creatives showed interest in cultural progress by applying for the awards. The positive response to the event allows for its continuation, inspiring hundreds, if not thousands, more people to take creative action.


The awarding event engaged the community and brought back cultural awareness through the 180 million social media impressions and reach. This, along with the almost 30,000 submissions, goes to show just how such an event can create new Saudi cultural heroes and magnify the national appreciation for culture.   The event was also able to increasingly expand the Saudi locals’ cultural awareness and horizons, no matter the hurdle.


Saudi Arabia’s newly acquired digital culture has allowed it to digitize its traditional culture which has, by default, motivated Saudi cultural creatives into advancing and showcasing their talents through digital multimedia platforms.
As Saudi Arabia’s outlook on life, culture and the economy changes, the public’s interest in cultural expression grows and diversifies. A 2019 report by the Ministry of Culture has proven that Vision 2030’s measures have spread cultural vocabulary and practices far beyond just the elites to the public at large.
That same year, the kingdom inaugurated 16 new cultural development authorities &#8211; one for each sector (i.e. film, heritage, language, music, etc.) &#8211; to further support, sponsor, and promote Saudi talents. Aside from its own tasks and strategies, the Ministry of Culture was commissioned with guiding and directing these authorities on the path to a brighter 2030.
“Culture, with its civilizational value, its social weight, and its effective developmental role today occupies the place it deserves. Thanks to the inspiring and ambitious national vision, the Saudi Vision 2030, which restored culture as a basic pillar in building society.  Anchored by the national identity and aspects of pride in the history and civilization of the Kingdom of Saudi Arabia.” &#8211; Vice Minister of Culture, Hamed M. Fayez.
<img loading="lazy" decoding="async" class="alignnone wp-image-3001 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd-1024x428.png" alt="" width="580" height="242" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd-1024x428.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd-300x125.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd-768x321.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd-1200x501.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/nca-2nd.png 1441w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Recognizing and rewarding talents</h2>
The Saudi Ministry of Culture appointed TAM’s expertise in an effort to publicly introduce its first ever National Culture Awards (NCA) event. The aim of the event was to celebrate the cultural accomplishments and productions of talented locals, with a focus on encouraging the creation of culture-conveying content.
NCA’s awareness campaign kicked off with a simple tweet, posted from the initiative&#8217;s independent Twitter account, announcing the commencement of nominee submissions. With the help of retweets from the ministry itself as well as other significant Saudi individuals, that single post gained enough traction to be viewed millions of times throughout the three-month registration period ending September 30, 2020.
The event was picked up by both local and international leading online news platforms &#8211; such as Saudi Press Agency, Arab News, and Al Arabiya &#8211; garnering the attention of millions of readers. Between the news platforms, Twitter, and other digital media, the campaign earned over 180 million reposts and hashtags, seven million clicks and reactions, and 35 million views. Alongside the digital angle, direct marketing was able to bring in tens of thousands of website visits.
After a successful initial campaign, the public began the process of nominating their work or that of others, through the newly dedicated NCA website, for the chance to receive one of the 14 awards categorized based on skill sets, achievements, and contributions to the Saudi cultural society. The total number of registered nominees reached approximately 30,000.
“These intellectuals and creative minds are our cultural capital. With whom we will reach, with them and with their help, a cultural renaissance fitting the stature of our country.” &#8211; Minister of Culture, Prince Badr bin Farhan Al-Saud.
A criteria-based digital sorting system provided by TAM eased the process of separating the valid from the invalid submissions to extract around 1,150 viable proposals. They then made their way through a council of category experts and specialists who made the final winning decisions using the same aforementioned sorting system.
This project was one of the many initiatives the Ministry of Culture has taken to engage the community in and bring awareness to the Saudi culture. The registration of tens of thousands of people just goes to show how immensely talented Saudi locals are and their willingness to participate in events that showcase their individual culture-based talents. This has also proven the extent to which the many cultural sectors have broadened within a mere four-year timespan, pandemic-filled year and all.
<h2>Media Coverage</h2>
<div>
<ul>
<li><a href="https://www.arabnews.com/node/1845661/saudi-arabia">https://www.arabnews.com/node/1845661/saudi-arabia</a></li>
<li><a href="https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2219712">https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2219712</a></li>
<li><a href="https://en.vogue.me/culture/national-culture-awards-winners/">https://en.vogue.me/culture/national-culture-awards-winners/</a></li>
<li><a href="https://www.saudigazette.com.sa/article/605748/SAUDI-ARABIA/Riyadh-governor-to-patronize-closing-ceremony-of-National-Cultural-Awards">https://www.saudigazette.com.sa/article/605748/SAUDI-ARABIA/Riyadh-governor-to-patronize-closing-ceremony-of-National-Cultural-Awards</a></li>
</ul>
</div>
&nbsp;
<h2>Extra References</h2>
<div>
<ul>
<li><a href="https://www.arabnews.com/node/1622901/saudi-arabia">https://www.arabnews.com/node/1622901/saudi-arabia</a></li>
<li><a href="https://www.moc.gov.sa/sites/default/files/2021-02/MOC_Report%20on%20State%20of%20Culture.pdf">https://www.moc.gov.sa/sites/default/files/2021-02/MOC_Report%20on%20State%20of%20Culture.pdf</a></li>
</ul>
</div>

National Culture Awards - Tam

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CaseStudies_Images-07-copy

Name a Rock

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<h4>Developing a Sense of National Pride Through Community Engagement</h4>
Name a Rock 
Client : Royal Commission for AlUla 
Duration : 5 Months 
Industry : Culture, Tourism

To create a sense of pride and belongingness in Saudi Arabia among the local community through community engagement and participation.


Hundreds of people participated in the competition, and thousands more wanted to witness the final event. Over 300 unique formations in the deserts of Saudi Arabia were discovered and can now be visited as tourist sites.


The submission of more than 1,770 photos and discovery of 394 new rock formations expanded the planned development of one of the most popular tourist destinations in Saudi Arabia. Locals take pride in the beauty of their country and themselves, even more so now that they have discovered and named certain tourist attractions.


When a country promotes its tourist sites, it is not only doing so for the benefit of travelers or the economy, but also to show pride in the beauty of its nation. Up until 2016 when Saudi Arabia’s Vision 2030 came into play, tourism in the kingdom was minimal as most of its visitors would come solely to perform pilgrimage.
In an attempt to hit its 100 million visitors by 2030, Saudi Arabia had to start acting quickly and efficiently. It set an investment goal of $810 billion for the expansion and promotion of tourism, culture, and entertainment in the country. In 2017, it had already allocated $2.64 billion for six different initiatives, and finally released its tourist visas in 2019, issuing over 400,000 of them in the first six months alone.
Although hampered by the sudden rise of a pandemic, the kingdom still has high hopes for its short term tourism results. According to the Saudi Tourism Authority, 2022 should bring with it a total of 62 million domestic and international visits &#8211; or 62% of the end goal &#8211; along with 836,000 new job opportunities.
The fulfillment of Vision 2030’s tourism plan falls not only on the shoulders of the government but the locals as well. After all, this is all being done just as much for the locals as for the country as a whole.
<img loading="lazy" decoding="async" class="alignnone wp-image-2987 size-large" src="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-1024x550.png" alt="" width="580" height="312" srcset="https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-1024x550.png 1024w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-300x161.png 300w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-768x412.png 768w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-1536x825.png 1536w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd-1200x644.png 1200w, https://api.tamdev.e8demo.com/wp-content/uploads/2025/01/name-rock-2nd.png 1920w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Name a Rock, Leave a Mark</h2>
How does one go about involving the locals in the tourism expansion plan? Saudi Arabia’s Royal Commission for AlUla enlisted TAM’s services in order to implement a project that would make sure any locals or city visitors felt their true value to the country. The competition, dubbed ‘Name a Rock’ (English for “عيّن حجرة”), was launched in 2018 to promote and raise awareness of the beauty that is the ancient city of AlUla, as well as create a sense of pride, ownership, and belongingness among the namers.
‘Name a Rock’ involved taking a trip out into the deserts of AlUla, searching for unique rock formations, photographing them, and giving them an apt name. As with most any other competition, the top three chosen submissions were awarded. The competition was announced through a tweet from the Royal Commission for AlUla’s Twitter account, in both English and Arabic allowing it to gain a wider audience reach. From then on, the announcements and promotions commenced through the different social media platforms as well as traditional and online media coverage.
Twitter in specific was able to garner a reach of over 40 million &#8211; six million more than the total Saudi population. The entries &#8211; the majority of which were from AlUla inhabitants &#8211; yielded a total of 394 new unique rock formations.
“Thank you. Thank you to the Royal Commission in AlUla Governorate for this wonderful organization and preparation for the Name a Rock competition. If this is the beginning, then you can only imagine the days and nights to come, and what an extravagance AlUla will become now that AlUla is beginning to really live the dream.” &#8211; Mohamed Al Qadi (Translated Twitter post)
The marketing approach did not solely rely on digital tactics, but on-ground direct methods as well. The competition set up a dedicated booth during the AlUla Dates Festival, which alone obtained hundreds of submissions. Street stands were also placed in multiple locations to actively engage with the city’s inhabitants and personally invite them to participate.
Afterwards came the two filtration processes. The first had the chosen committee, composed of AlUla and TAM representatives, hand pick the top 10 submissions. The second nomination stage was executed in two parts, half voting and half judging. The voting aspect &#8211; done through the ‘Name a Rock’ website &#8211; was for the public to complete, and the judging phase was done by the committee itself.
This lead to the final event which consisted of 550 guests separated into two audience categories, the invited VIPs (i.e. AlUla’s governor, government officials, the winners and their families, etc.) and the general public. The audience witnessed a ceremony honoring the top five contestants, and the awarding of the three winners.
People in different city locations reacted contrastingly to the various multimedia platforms. Nevertheless, the submissions were mainly sent in by those who knew the area well and were adventure-inclined. The ticket purchases and inquiries for attending the final event demonstrated the vast interest people had in witnessing this national pride-filled occasion. This was also seen during the voting session that accumulated thousands of likes on the finalists’ competition posts.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://www.arabnews.com/node/1371636/saudi-arabia">https://www.arabnews.com/node/1371636/saudi-arabia</a></li>
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<li><a href="https://www.abouther.com/node/13546/people/features/saudi-arabia-offering-over-26000-winner-rock-naming-competition">https://www.abouther.com/node/13546/people/features/saudi-arabia-offering-over-26000-winner-rock-naming-competition</a></li>
<li>Quote link: <a href="https://twitter.com/alqadimohamed2/status/1073686995669536768">https://twitter.com/alqadimohamed2/status/1073686995669536768</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://sta.gov.sa/en/">https://sta.gov.sa/en/</a></li>
<li><a href="https://www.arabnews.com/node/1130646/saudi-arabia">https://www.arabnews.com/node/1130646/saudi-arabia</a></li>
<li><a href="https://hospitalityinsights.ehl.edu/saudi-arabia-tourism">https://hospitalityinsights.ehl.edu/saudi-arabia-tourism</a></li>
</ul>

Name a Rock - Tam

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Azla Challenges

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<h4>Breaking the Lockdown Monotony through Social Media Engagement</h4>
Azla Challenges 
Client : TAM &amp; Madeed Collab. 
Duration : 1 Month 
Industry : Entertainment,

To end the unavoidable exhaustion and tension of a rut brought on by the pandemic and the subsequent lockdown.

The audience responded well to the challenges brought on by some of their favorite social media influencers. Not only did they alone take part in them but forwarded it along to friends and family, creating a digital social gathering of sorts.

This project was able to actively engage more than 9,000 people, while indirectly capturing the attention and adding positivity to a few hundred thousand people’s lives in just 1 month.

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