AlUla is a masterpiece with heritage and cultural sites that have long been a source of inspiration and narration for artists and visionaries from around the world. Inspired by its legend, the Royal Commission for AlUla announces “The World’s Masterpiece” – the region’s first ever brand campaign!
The first ever destination brand campaign for AlUla, the heritage and culture centrepiece of Saudi Arabia, has been unveiled – becoming the first of the significant Saudi Vision 2030 initiatives to welcome visitors.
The campaign, developed by the Royal Commission for AlUla (RCU) with creative partners Leo Burnett, includes a 90 minutes film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets under the concept of “The World’s Masterpiece”.
The hero film features a young Saudi woman reflecting on her time in AlUla and visiting key sites including UNESCO World Heritage Site Hegra, Dadan, Jabal Ikmah, AlUla Old Town and Jabal AlFil (Elephant Rock). She appears marvelling at the mirrored architectural wonder, Maraya, and strolling through the lush winter oasis.
In what is hoped will be a year of travel recovery, AlUla’s new brand campaign is targeting domestic travellers and aimed at deepening the Kingdom’s pride and affection for AlUla as well as ultimately increasing intention to visit.
Phillip Jones, Chief Destination Management and Marketing Officer, RCU, says, ‘The World’s Masterpiece is a play on both the skilful 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. Our heritage sites are now available all year-round and with new hotels, restaurants and adventure experiences including trails, bikes and buggies coming throughout 2021 we encourage visitors to book ahead, think about mid-week and plan to stay a few days.”
‘The travel landscape has been irreversibly altered, but as travel slowly resumes, research tells us people will be looking for meaningful travel, vast open spaces and close to nature experiences. AlUla is well-positioned in the domestic market for all of those reasons and internationally as a new and significant boutique heritage and culture destination,’ says Melanie de Souza, Executive Director Marketing, RCU.
The campaign will be launched in broadcast, outdoor and digital, from January 9th 2021.
Discover AlUla and its masterpiece here: https://www.experiencealula.com/
