AlUla Launches 'Forever Revitalising' To Showcase Its Unique Cultural And Natural Heritage

The ancient oasis city of AlUla in Saudi Arabia is set to unveil its first global brand campaign, "Forever Revitalising," on February 29, 2024. This ambitious initiative seeks to introduce the world to the unique allure of AlUla, highlighting its rich history, cultural heritage, and natural beauty. The campaign is poised to launch across nine key global markets, employing a multi-channel approach to reach audiences worldwide.

Signature events in major cities including Dubai, London, New York, Paris, Shanghai, and Mumbai will mark the commencement of this global outreach. Phillip Jones, the Chief Tourism Officer at The Royal Commission for AlUla (RCU), extended an invitation to global travelers to explore the wonders of AlUla through this campaign. Melanie de Souza, Executive Director of Destination Marketing at RCU, emphasized the campaign's objective to convey the extensive range of programs and initiatives available in AlUla.

"Forever Revitalising" is not just a promotional effort but a reflection of AlUla's commitment to sustainable and culturally respectful tourism. The campaign is guided by the principles of the AlUla Sustainability Charter, aiming for economic growth while preserving the area's natural and cultural assets. By 2035, AlUla plans to generate 38,000 new jobs, contribute SAR 120 billion to Saudi Arabia's GDP, and grow its population to 130,000.

A highlight of the campaign is a two-minute thirty-second hero film created by renowned French cinematographer Bruno Aveillan. This film, along with a series of shorter Brand Pillar Films available in multiple languages, seeks to capture and convey the essence of AlUla's attractions. Aveillan shared his enriching experience filming in AlUla and the creative inspiration the city offers.

In addition to traditional marketing efforts, "Forever Revitalising" embraces digital innovation with a new e-commerce website, mobile app, and a strategy focused on social media engagement. This comprehensive approach aims to make AlUla's wonders accessible to a global audience, inviting them to experience the city's timeless beauty firsthand.

With inputs from SPA