Saudi Arabia’s AlUla has released its first-ever global campaign.
Titled “Forever Revitalising”, the creative communications initiative aims to be more than a traditional destination marketing campaign, trying to educate travellers worldwide through a “cultural promise” that raises awareness around the history, people, and other aspects that make the destination so unique.
Kicking off in major cities around the world – Dubai, London, New York, Paris, Shanghai, and Mumbai – the campaign will be released across nine sources markets 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 that will remain eternally relevant.
Phillip Jones, chief tourism officer at the Royal Commission for AlUla, said: “In just a few years, AlUla has established itself as a destination on the global traveller’s wish list. However, Forever Revitalising marks the next chapter in this ever-evolving journey. Through this campaign, we can open up the dialogue even further 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 all to be part of this extraordinary journey.”
The campaign includes a short film by French cinematographer Bruno Aveillan, who also worked on AlUla’s domestic brand campaign film in 2021. The film is evocative, intending to inspire a sense of emotion, connection, and otherworldly beauty and cultural richness while highlighting AlUla’s core destination pillars: history and heritage, arts and culture, nature, adventure, and wellness.
“Every corner of AlUla is a wellspring of inspiration, and this essence is vividly captured in the hero film of the Forever Revitalising’ campaign. It’s infused with the enduring spirit of creativity and passion that courses through AlUla and its people, reflecting a legacy passed down from generation to generation.
Crafting this film was an enriching experience, not only because it allowed me to witness some of the world’s most breath-taking landmarks and locations, but also because it offered me a vast canvas to explore the depths of my own creativity,” Aveillan said.
Alongside Aveillan’s hero film, the campaign includes a collection of shorter, six-second brand pillar films that showcase iconic AlUla destinations including Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, and Elephant Rock, as well as balloon adventures, luxury hospitality, local artistry and craftsmanship, and the vibrant food and beverage scene.
“We hope that the film and creative assets do justice to a truly unique destination, capturing the essence of AlUla across our rich heritage, vibrant arts and culture, breath-taking natural beauty, thrilling adventures, and rejuvenating wellness experiences. This campaign we hope will not only resonate with travellers but also support and engage our travel partners who are critical to curating the unparalleled experiences of our evolving tourism landscape,” said Melanie de Souza, executive director of destination marketing at RCU.
