AlUla has introduced its first global marketing campaign.
Called Forever Revitalising, the data-driven campaign focuses on renewal and transformation. AlUla hopes to promote “authentic and meaningful experiences”, as well as growing trends such as sustainability.
There will be events targeting the travel trade and media partners in five major international cities across Dubai, London, New York, Paris, Shanghai and Mumbai.
French cinematographer Bruno Aveillan has also crafted a film by the same name, highlighting the destination’s core pillars: history & heritage, arts & culture, nature, adventure and wellness.
Plus, there are a collection of Brand Pillar Films, offering shorter destination-focused videos that showcase the experiences to be had in Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Natushshalre Reserve and Elephant Rock. Balloon adventures, luxury hospitality, local artistry and craftsmanship, as well as the vibrant food and beverage scene are featured, too.
A new e-commerce website, mobile app and social first strategy are top priorities.
Melanie de Souza, Executive Director Destination Marketing at RCU, said: “Forever Revitalising is not only about driving global awareness of a destination that until recently was relatively unknown to most travellers, but it is also about communicating the breadth and depth of the programmes and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.
“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. We hope this campaign 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.”
