AlUla, February 29, 2024, In a landmark development, the ancient oasis city nestled in the northwest of Saudi Arabia is poised to embark on an exhilarating journey with the unveiling of its inaugural global brand campaign, Forever Revitalising.
Scheduled for launch on February 29, 2024, the Forever Revitalising campaign represents a seminal moment for AlUla, encapsulating the essence of this historic locale in a manner designed to enthrall travelers worldwide. Far surpassing the bounds of traditional destination marketing, this data-driven initiative is set to debut across nine pivotal global source markets in six languages, leveraging a multi-channel approach to dissemination.
Kicking off with signature events targeting travel trade and media partners in five major international cities – Dubai, London, New York, Paris, Shanghai, and Mumbai – the campaign is poised to unfold an evocative narrative, captivating audiences with AlUla's rich heritage and promising a tapestry of unforgettable experiences.
Commenting on this transformative initiative, Chief Tourism Officer at The Royal Commission for AlUla (RCU), Phillip Jones, underscored the campaign's significance, stating, "In just a few years, AlUla has established itself as a destination on the global traveler's wish list. However, Forever Revitalising marks the next chapter in this ever-evolving journey."
Echoing Jones's sentiments, Melanie de Souza, Executive Director of Destination Marketing at RCU, emphasized the campaign's dual purpose: driving global awareness of AlUla's myriad offerings while communicating the depth of the programs and initiatives geared towards creating a brighter future for residents and visitors alike.
With an emphasis on renewal and transformation, Forever Revitalising aligns seamlessly with AlUla's vision of becoming a destination that is not only historically rich but eternally relevant. Grounded in sustainability principles outlined in the AlUla Sustainability Charter, the campaign is poised to set a new standard in destination marketing, ushering in a new era of eco-conscious and culturally-sensitive travel choices.
Renowned French cinematographer Bruno Aveillan lends his visionary touch to the campaign's hero film, Forever Revitalising, a masterful two-minute thirty-second cinematic masterpiece that captures the essence of AlUla across its core destination pillars: history & heritage, arts & culture, nature, adventure, and wellness.
Bruno Aveillan remarked, "Every corner of AlUla is a wellspring of inspiration, and this essence is vividly captured in the hero film of the Forever Revitalising campaign."
In addition to the hero film, the campaign features a collection of Brand Pillar Films, offering succinct yet compelling snapshots of AlUla's diverse offerings, from historic landmarks to exhilarating adventures.
Moreover, Forever Revitalising marks the inception of an integrated omni-channel digital approach, featuring a new state-of-the-art e-commerce website, mobile app, and a social-first strategy aimed at enhancing the customer journey and ensuring seamless engagement across digital platforms.
