Saudi Arabia’s ancient city of AlUla has just released its first ever global brand campaign, called ‘Forever Revitalising.’
With the ambition to be more than a traditional destination marketing campaign, the data-driven initiative debuts in nine key source markets in six languages.
It will be integrated across multiple channels.
There are signature events planned targeting media partners in five major international cities – Dubai, London, New York, Paris, Shanghai, and Mumbai.
Phillip Jones, Chief Tourism Officer at Royal Commission for AlUla (RCU), said, “In just a few years, AlUla has established itself as a destination on the global traveller’s wish list.”
“Forever Revitalising marks the next chapter. Through this campaign, we can open up the dialogue even further on a global stage.”
Forever Revitalising focuses on authentic Saudi Tourism experiences, and the growing trend of eco-friendly and culturally-conscious travel.
As the city evolves as a Saudi tourism destination, there are goals to create 38,000 new jobs, and contribute SAR 120 billion ($32 billion) to the Kingdom’s GDP.
French cinematographer Bruno Aveillan has created a promotional film for the Forever Revitalising campaign.
It highlights AlUla’s history and heritage, arts and culture, nature, adventure, and wellness.
This film is offered in multiple languages, and aims to introduce Forever Revitalising to a global audience.
The campaign also includes a collection of brand pillar films, offering shorter destination-focused videos that showcase the experiences that AlUla has.
These films, each lasting six seconds spotlight AlUla destinations such as Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, and Elephant Rock.
Attractions and activities include balloon adventures, luxury hospitality, local artisans and a vibrant food scene.
More at www.experiencealula.com
