SAUDIA Signs Mou With Ithra for Strategic Cooperation

The partnership will benefit SAUDIA by the development of interactive experiences to showcase its history while the airline will promote the Center as a cultural destination

Saudi Arabian Airlines (SAUDIA) and Saudi Aramco’s King Abdulaziz Center for World Culture (Ithra) have signed a preliminary memorandum of understanding (MoU) for a strategic cooperation. The MoU reinforces Saudi Aramco’s initiatives to engage Ithra as a consultant in developing an interactive center that highlight SAUDIA’s corporate history and the history of aviation in Saudi Arabia.

The agreement was signed at Prince Sultan Aviation Academy in Jeddah by Khaled Tash, the Group Chief Marketing Officer of SAUDIA, and Talal Al-Marri, the Head of Public Affairs at Aramco.

The MoU includes various projects that help enrich and broaden cultural and intellectual content. The collaboration will focus on spreading awareness about Ithra’s cultural activities and making its cultural and creative content accessible to the public through the in-flight entertainment system on SAUDIA’s aircraft, as well as launching holiday packages that promote and encourage cultural tourism. Also, SAUDIA will adorn one of its aircraft with Ithra livery.

“Our new strategy to bring the world to Saudi Arabia compliments Ithra’s position as a window to global experiences,” Khaled Tash, SAUDIA’s Group Chief Marketing Officer, stated, adding, “This agreement facilitates the exchange of expertise and benefits and utilizes the assets of the Kingdom’s national flag carrier and a cultural icon. It is undoubtedly, a privilege to have Ithra as our consultants, given their undeniable success in showcasing the Kingdom’s energy and oil history. More opportunities for collaboration will surely emerge as we move forward and introduce the latest products and services to our guests.”

From Aramco, Talal Al-Marri, Head of Public Affairs, said, “the partnership will broaden the scope of Ithra’s high-quality programs. It will also help in reaching those who are curious to explore the world of creativity around the globe”. Al-Marri added, “We are always looking for opportunities to add content, inspire great minds, and create new and interactive experiences. With this partnership, we will be doing even more to support the Kingdom’s cultural tourism and empower the cultural, knowledge, and recreation sectors”.

The partnership is part of Ithra’s ongoing efforts to establish national and global partnerships that enhance collaboration with like-minded institutions, improve the quality of living, and provide a unique space for sponsoring creatives and enriching their communications. As a Saudi cultural icon, Ithra has been featured on Time Magazine’s list of the world’s 100 greatest places.

SAUDIA and Aramco are two of the Kingdom’s oldest existing corporations. Both companies were established during the reign of the late King Abdulaziz Al Saud, the country’s founding father. Through almost a century of Saudi Arabia’s history, the two companies have been instrumental in the nation’s growth and development. Today, SAUDIA is a world-class airline that has been a key player in establishing air travel in the Middle East as well as an influential member of multiple global aviation authorities. Saudi Aramco is the world’s largest energy producer today.

Ithra, a major initiative of Saudi Aramco, is a cultural and creative platform that aims to inspire people in Saudi Arabia and abroad. Through its ten facilities, the center aims to promote new experiences that bring out the best in people’s minds and offer them the best knowledge in the world. Ithra’s knowledge facilities include a library, an idea lab, a museum, a children’s museum, a theater, a cinema, the Knowledge Tower, the Great Hall, an archive, and an energy exhibition.