Saudia partners with YouTube and Facebook to reach Kingdom's youth market

Aimed at fostering interaction with Saudia customers, in particular Saudi Arabia's huge youth segment, the YouTube channel and Facebook site will be updated regularly with news about the brand, new products, and educational material. Winners and participants of Saudia's "100 Million Chances to Win through Saudia Milk" four month promotion will also be featured heavily on the site.

Mohammed Attar, General Manager Sales and Marketing, Saudia Dairy and Foodstuff Company (Sadafco), explained:

"Every young Saudi knows both YouTube and Facebook. We want to reach out through online channels to a new audience, to youth who spend much of their time online to inform them, entertain them, and interact with them. I'm delighted that we'll be the first in the dairy sector to do this and we're looking forward to the response from Saudi youth."

As the most popular video website on the internet, hundreds of millions of videos are viewed daily on YouTube. Facebook is the second largest social network site on the web with 60 million users. Both are widely followed and subscribed to in Saudi Arabia and the wider Middle East region.

Saudia has already laid down its pioneering approach to marketing activities in the Kingdom through its "100 Million Chances to Win through Saudia Milk" campaign. Launched at the end of November, the first-of-its-kind promotion on both 200ml whole milk and low fat milk cartons has received over 120,000 responses from 36 cities nationwide. The campaign was launched online through its promotion website.