As Saudi Arabia’s Crown Prince Mohammad bin Salman landed in London for the start of a three-day state visit, Saudi newspapers, radio and television channels carried almost as much coverage of the trip as UK outlets.

Several news organisations made mention of the billboards and posters bearing the leader’s face and slogans such as “Welcome crown prince” and “He is changing Saudi Arabia” seen around London on Wednesday, on which The New Arab reported the Saudi government is rumoured to have spent around £1m.

Saudi state news channel Al Ekhbariya ran footage of both the charm offensive and the prince’s arrival at Stansted and meeting with Queen Elizabeth II on its news bulletins.

Massive PR billboards appear before Mohammed Bin Salman's UK visit

Arab News, an English language newspaper and website, called MbS’ (as he is known) first visit to the UK as heir to the throne “landmark” and “highly anticipated” by British officials.

It also included a write up of Prime Minister Theresa May’s response to opposition leader Jeremy Corbyn at Prime Minister’s Questions, without including the wording of Mr Corbyn’s challenge - in which he urged Ms May to halt British arms sales to the country which rights groups say are destined to be used in Yemen.

The prime minister “defended Britain's links to defence and security ally Saudi Arabia in parliament... saying cooperation had helped save the lives of hundreds of people,” the paper said.

The situation in Yemen Show all 14 1 /14 The situation in Yemen The situation in Yemen Houthi supporters trample on a US flag during a gathering mobilizing more fighters into several Yemeni battlefronts, in Sana'a, Yemen EPA The situation in Yemen People carry the coffins of men, who were killed in the recent Saudi-led airstrikes during their funeral, in the Old City of Sanaa, Yemen AP The situation in Yemen Pro-government fighters give food to Yemeni children on the road leading to the southwestern port city of Mokha. Yemeni rebels are putting up fierce resistance in a key Red Sea port city where they are encircled by pro-government force Getty Images The situation in Yemen A Yemeni stands in front of a graffiti protesting US military operations in war-affected Yemen, in Sana'a, Yemen. According to reports, US Special Forces troops allegedly disembarked from US helicopters in the Yemeni town of Yakla and attacked several houses belonging to members of the terrorist group Al-Qaeda, killing three high-ranking Al-Qaeda members and nine civilians, six women and three children. One American serviceman has been killed and three injured in the attack EPA The situation in Yemen US Special Forces troops allegedly disembarked from US helicopters in the Yemeni town of Yakla and attacked several houses belonging to members of the terrorist group Al-Qaeda, killing three high-ranking Al-Qaeda members and nine civilians, six women and three children. One American serviceman has been killed and three injured in the attack EPA The situation in Yemen A Yemeni female fighter supporting the Shiite Huthi rebels, and carrying weapons used for ceremonial purposes, takes part in an anti-Saudi rally in the capital Sanaa Getty Images The situation in Yemen Yemeni female fighters supporting the Shiite Huthi rebels, and carrying weapons used for ceremonial purposes, take part in an anti-Saudi rally in the capital Sanaa Getty Images The situation in Yemen A boy shouts slogans next to pro-Houthi fighters, who have been injured during recent fighting, during a rally held to honour those injured or maimed while fighting in Houthi ranks in Sanaa, Yemen Reuters The situation in Yemen Balls of fire and smoke rise from a Houthi-held military camp following alleged Saudi-led airstrikes, in Sana'a, Yemen EPA The situation in Yemen Yemenis search under the rubble of damaged houses following reported Saudi-led coalition air strikes on the outskirts of the Yemeni capital Sanaa Getty Images The situation in Yemen A Yemeni boy looks on as Yemenis search under the rubble of damaged houses following reported Saudi-led coalition air strikes on the outskirts of the Yemeni capital Sanaa Getty The situation in Yemen A Yemeni boy sits amidst the rubble of damaged houses following reported Saudi-led coalition air strikes on the outskirts of the Yemeni capital Sanaa AFP/Getty The situation in Yemen Marine One with US President Donald Trump flies with a decoy and support helicopters to Dover Air Force Base in Dover, Delaware, for the dignified transfer of Navy Seal Chief Petty Officer William 'Ryan' Owens who was killed in Yemen Getty Images The situation in Yemen US President Donald Trump aboard the Marine One to greet the remains of a US military commando killed during a raid on the al Qaeda militant group in southern Yemen on Sunday, at Dover Air Force Base, Delaware, US Reuters

Most reports focussed on business opportunities for the two kingdoms as a result of “increased ties”, as well as “Syria and Yemen, Iran’s role in the region, and the role of the international coalition against the [Isis] terror group,” the Saudi Gazette said.

The crown prince is meeting with Ms May and several other government figures to discuss increased trade between the two countries.

Asharq Al-Awsat, a Saudi-owned paper published in London, ran a story discussing British media’s reaction to the trip, stressing that left wing outlets such as The Independent and the Guardian see the visit as “one of the most important diplomatic visits this year” and MbS’ “has achieved… of many young Saudis dreams” with social reforms such as allowing women to drive.

No outlet mentioned the fact MbS’ visit has also been met with much negative media coverage from campaigners and MPs criticising the prince’s crackdown on political opposition and free speech as well as Saudi involvement in the war on Yemen.

Nor did they mention the counter-billboards and other stunts such as a Save the Children statue of a child representing Yemeni children killed by bombing and protests outside parliament and Downing Street organised by rights groups such as Stop The War Coalition and Campaign Against the Arms Trade.

While most media outlets in the Kingdom are privately owned, they are heavily regulated and often censored by the state.

Freedom House, a freedom of expression watchdog, rated the media and internet “not free” in a 2014 report.

On Twitter, which is used regularly by at least 4.6 million Saudis and is a major source of news and opinion in the country, reaction was much more mixed.