Saudi Arabia's AlUla has launched its first global campaign.
Titled “Forever Revitalizing,” the creative communications initiative aims to be more than a traditional destination marketing campaign, seeking to educate travelers around the world through a “cultural promise” that raises awareness about the history, people and other aspects that make the destination so unique. .
The campaign, which will begin in major cities around the world (Dubai, London, New York, Paris, Shanghai and Mumbai), will be launched in nine source markets and in six different languages. The campaign focuses on the idea of renewal and transformation, aligning with AlUla's vision of becoming a destination that is not only historically rich, but will remain eternally relevant.
Phillip Jones, director of tourism at the AlUla Royal Commission, said: “In just a few years, AlUla has established itself as a bucket-list destination for global travellers. However, Forever Revitalizing marks the next chapter in this ever-evolving journey. Through this campaign, we can further open the dialogue on a global stage and communicate the full depth of AlUla's appeal, attributes and ambition. The best is yet to come and we extend an open invitation for everyone to be part of this extraordinary journey.”
The campaign includes a short film by French cinematographer Bruno Aveillan, who also worked on AlUla's national brand campaign film in 2021. The film is evocative and aims to inspire a sense of emotion, connection and beauty and richness otherworldly culture, while highlighting AlUla's premier destination. pillars: history and heritage, art and culture, nature, adventure and well-being.
“Every corner of AlUla is a source of inspiration, and this essence is vividly captured in the flagship film of the Forever Revitalising campaign. It is infused with the enduring spirit of creativity and passion that runs through AlUla and the people within it, reflecting a legacy passed down from generation to generation.
Making this film was an enriching experience, not only because it allowed me to witness some of the most impressive places and locations in the world, but also because it offered me a vast canvas to explore the depths of my own creativity,” said Aveillan.
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In addition to the Aveillan hero film, the campaign includes a collection of six-second short films showcasing iconic AlUla destinations including Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve and Elephant Rock, as well as adventures in balloon , luxury hospitality, local arts and crafts, and the vibrant food and beverage scene.
“We hope the film and creative assets do justice to a truly unique destination, capturing the essence of AlUla through our rich heritage, vibrant arts and culture, breathtaking natural beauty, exciting adventures and rejuvenating wellness experiences. We hope this campaign not only resonates with travelers but also supports and engages our travel partners who are instrumental in curating the unparalleled experiences of our evolving tourism landscape,” said Melanie de Souza, Executive Director of Destination Marketing at RCU.
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