ludmila Abramov 

Saudia’s “Let It Fly” transforms travel into a celebration of Saudi culture, turning baggage into a canvas for artistic expression. The campaign invites passengers to carry the Kingdom’s creativity across the world through collectible luggage stickers designed by renowned artists such as Craig & Karl, Nada Sultan, and Raphaëlle Macaron.

By blending travel with contemporary art, Saudia reimagines luggage not just as a personal belonging, but as a moving showcase of cultural identity, creativity, and national pride