In 2026, after a successful Tour of AlUla campaign the year before, we faced a new kind of challenge. Not awareness but attention. Because a cycling race is, by nature, fleeting. It happens fast, and if you miss it… you miss it.So instead of just promoting the race, we tapped into something deeper. A universal feeling: FOMO.Because the real tension wasn’t in the race itself, it was in the fear of not being part of it.We reimagined the Tour of AlUla not as a sporting event, but as a moment you had to catch. Content wasn’t built to inform, but to create urgency. To feel immediate. To feel like it’s happening right now and slipping away just as quickly. Something you don’t scroll past… because you might not get it again.We built a campaign ecosystem where every platform played a role in reinforcing that feeling. Each piece of content pulled audiences back in, making them feel like they’re always one step away from missing out.And the result? A campaign that didn’t just get seen, it stayed with people. Turning Alula Tour into something you don’t just watch… but something you don’t want to miss.