Melanie de Souza, Executive Director, Destination Marketing, Royal Commission for AlUla (RCU)
The media and marketing landscape in Saudi Arabia – and across the world, for that matter – is not just evolving, it is undergoing a seismic transformation. This goes far beyond the emergence of new platforms; it represents a profound shift in how brands connect, engage and thrive in markets defined by unprecedented digital adoption and a hunger for authentic narratives.
This dynamic environment – powered by immersive technologies, AI-driven personalisation and consumer demand for not just relevance, but resonance –
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