The objective of the campaign was to establish Diriyah Company as a credible leader in sustainable urban development and innovation, aligning with the broader TIME 2030 mission to tackle humanity’s most pressing challenges. The strategy centered on TIME 2030 Cities, a new editorial franchise dedicated to exploring the future of urban living, as the ideal platform to deliver Diriyah’s message.

We see a growing demand for credible content around sustainable development, connected cities, and innovative urban solutions and TIME’s readers, particularly decision-makers in industries like IT, operations, government, and sustainability, were highly engaged with topics such as Sustainable Development Goals, Connected Cities, and Environmental Data.

To capitalize on this alignment, we developed a partnership that gave Diriyah Company 100% sponsorship of the TIME 2030 initiative, alongside exclusive ownership of the newly created, TIME 2030 Cities. This included 12 editorial articles, 6 videos, 6 print columns, and digital placements, all designed to position Diriyah as a thought leader in sustainable urban development.

Complementing this, the Executive Spotlight interview featured Diriyah’s CEO in conversation with TIME’s CEO, showcasing Diriyah’s innovative initiatives to TIME’s influential audience. The campaign’s strategic direction was rooted in authenticity, aligning Diriyah’s brand with TIME’s editorial integrity while ensuring that every touchpoint delivered measurable impact on both awareness and engagement.

TIME’s editorial team crafted TIME 2030 Cities as an extension of the broader TIME 2030 franchise. The goal? Create a credible, future-focused content series that resonated with TIME’s global audience and reflected Diriyah Company’s commitment to sustainable, innovative urban development.

The content plan consisted of 12 editorial articles and 6 videos, each designed to explore how cities are tackling tomorrow’s challenges today—from using AI to respond to natural disasters, to transforming waste into sustainable building materials. Each piece showcased real-world solutions while highlighting the broader societal impact, reflecting Diriyah’s vision of building a connected, sustainable future.

Editorially, the content covered topics such as traffic congestion, carbon-negative construction materials, and micromobility solutions—key areas aligned with Diriyah’s mission and highly relevant to TIME’s engaged readers. The approach ensured a consistent tone of authority and optimism, avoiding brand overreach while naturally weaving Diriyah’s expertise into the conversation.

To bring the brand’s leadership to life, the Executive Spotlight interview featured Diriyah Company’s CEO in a candid conversation with TIME’s CEO. This high-profile video piece allowed Diriyah’s leadership to articulate their vision directly, reinforcing their role as innovators in the urban development sector.

Beyond editorial, content was amplified across print columns, social media, and the TIME homepage, ensuring consistent visibility. The print component reached an impressive readership of 11.3 million, while Apple News placements significantly exceeded CTR benchmarks by 349.54%. Average time spent on sponsored content—such as the Executive Spotlight—was 60.3 seconds, exceeding engagement benchmarks and demonstrating genuine audience interest.

Throughout the campaign, the team ensured that every element aligned with TIME’s brand values, delivering authentic, high-quality content that engaged audiences and elevated Diriyah’s leadership position. This approach reinforced Diriyah’s commitment to sustainable urban living while delivering content that was credible, innovative, and impactful.

A robust media strategy underpinned the content, ensuring maximum reach and impact for Diriyah Company’s sponsorship of TIME 2030 Cities. Paid media solutions included homepage promotion, display banners, and social amplification, alongside premium placements across TIME’s ecosystem.

Display banners delivered a remarkable 23.7 million impressions—134% above the campaign goal—driving consistent visibility throughout the campaign. With viewability rates averaging 88.4%—22.1% above industry benchmarks—Diriyah’s message achieved high impact and strong attention from decision-makers. Importantly, the campaign’s carbon footprint was 8.4% more efficient than TIME’s average, aligning seamlessly with Diriyah’s sustainability-focused mission.

Social amplification was a key driver of engagement, delivering 5.92 million impressions—67% above target—and achieving a CTR that outperformed benchmarks by 4%. The campaign successfully reached key demographics, with the highest social engagement among iPhone users aged 35-44—TIME’s core influential audience. Notably, the Executive Spotlight content received 2.9 million social impressions and over 269,000 engagements, further reinforcing Diriyah’s brand authority.

Apple News placements delivered exceptional results, with a CTR 349.54% above benchmark and strong brand visibility among TIME’s highly engaged readers.

Print extended the campaign’s reach, delivering a circulation of 1 million and a readership of 11.3 million. This ensured that Diriyah’s message reached influential B2B audiences across multiple platforms.

The Executive Spotlight video interview—featuring Diriyah’s CEO in conversation with TIME’s CEO—received 4.21 million impressions (28% above goal), 669,000 video views, and an average time on content of 60.3 seconds, well above benchmarks. Scroll depth reached 77%, indicating deep reader engagement.
Audience targeting focused on high-value B2B readers, with 28% of campaign viewers working at companies generating over $1 billion in revenue. Top functional areas included IT, Operations, Government, and Sustainability—key sectors aligned with Diriyah’s objectives.
By leveraging TIME’s premium channels and strategic paid media, Diriyah Company effectively positioned itself as a leading voice in sustainable urban development, capturing attention and engagement from TIME’s most influential audiences.

The TIME 2030 Cities campaign delivered exceptional results, exceeding all key performance metrics and achieving significant impact for Diriyah Company’s objectives.

Digital impressions reached 23.7 million—134% above goal—while viewability soared to 88.4%, significantly outperforming benchmarks and ensuring Diriyah’s message was seen by the right audiences. The campaign’s efficient carbon footprint aligned with Diriyah’s sustainability focus, reinforcing brand authenticity.

TIME’s premium B2B audience engagement was a highlight: among manager-level viewers, 28% worked at companies generating over $1 billion in revenue. Top interest categories included Sustainable Development Goals—directly aligned with Diriyah’s long-term vision—alongside Connected Cities and Environmental Data.

On social, the campaign delivered 5.92 million impressions—167% above goal—and 12,300 engagements, with Apple News CTR 349.54% above benchmark. The Executive Spotlight video achieved 4.21 million impressions and 669,000 views, with an average time on content exceeding 60 seconds—demonstrating sustained viewer interest.

Print delivered a readership of 11.3 million and a circulation of 1 million, expanding Diriyah’s reach across multiple platforms.

The content itself deeply resonated with TIME’s audience: articles in the 2030 Cities franchise explored urban innovation topics directly tied to Diriyah’s vision, while the Executive Spotlight provided a high-profile platform for Diriyah’s CEO to articulate the brand’s leadership position.
Beyond metrics, the campaign positioned Diriyah Company as a credible thought leader in sustainable urban development, fostering trust and positive perceptions among TIME’s influential audience. The partnership exceeded awareness and engagement goals while aligning perfectly with Diriyah’s mission to lead the future of cities, delivering both brand and business impact.

Wrap report overview.

TIME2030 hub with 2030 Cities.

Executive Spotlight Video