The first ever destination brand campaign for AlUla, the heritage and culture centrepiece of Saudi Arabia, was unveiled today
Developed by the Royal Commission for AlUla (RCU) with creative partners Leo Burnett, the campaign comprises a film directed by renowned cinematographer Bruno Aveillan under the concept of 'The World’s Masterpiece'.
In what is hoped will be a year of travel recovery, the new brand campaign is, as Chief Destination Management and Marketing Officer of RCU Phillip Jones says, "a play on both the artistry of ancient civilisations who carved elaborate artworks into the rocky outcrops, as well as the pure and unspoilt beauty of the geological rock formations and landscapes sculpted by nature."
AlUla is the first of the significant Saudi Vision 2030 initiatives to welcome visitors, having re-opened key heritage sites in October 2020.
"We know Saudis love to travel and we hope this campaign will inspire many of them to appreciate a must-see destination, a world masterpiece, closer to home."
The campaign will be launched in broadcast, outdoor and digital from 9th January 2021.
Image courtesy of @experiencealula