Kiran Haslam, Chief Marketing Officer of Diriyah, a prestigious project in the middle of the Saudi desert. This multi billion giga project is the birthplace of Saudi Arabia and aims to attract 100 million tourists by 2030. How can Kiran and his team of 150 marketers live up to these giant ambitions? Which role does marketing play in convincing all stakeholders to embark on this visionary journey? And which perceptions need to be altered?