AlUla has launched its first ever global campaign as it looks to raise brand awareness and increase visitor numbers in a number of key markets.
The global brand campaign is called ‘Forever Revitalising’ and is the most substantial marketing investment AlUla has ever undertaken, highlighting its commitment to opening its doors to the world.
“We are talking to the world in our own voice,” Melanie de Souza, Executive Director of Destination Marketing at the Royal Commission for AlUla (RCU) told Campaign Middle East.
AlUla, often refered to as the world’s largest living museum, is targeting 10 key markets including the UK, Germany, U.S, China, India and Australia. Last year, AlUla was named one of Conde Nast Traveller’s new Seven Wonders of the World.
The campaign’s purpose is to raise awareness of AlUla’s diverse offerings while creating intrigue to inspire travellers to experience the destination for themselves.
De Souza spoke passionately about the work Alula is doing behhind the scenes “protecting our legacy, cultural and historic, the work we are doing with restoration, vasts tracks of land, nature resevres, re-wilding, and really with community at the heart of our endeavours”.
AlUla has an elaborate plan of development to 2035 across a vast array of sectors including sport, cycling, equestrian, arts and creativity. “We haven’t even scratched the surface, and we already have so much to hang the hat on,” added De Souza.
The campaign itself is B2C, but has a BCB element, establishing relationships with partners such as travel distributors and airlines. The metrics focus on increased visitors and brand awareness.
AlUla has been postioned as a premium destination, with high-end hotel brands such as The Banyan Tree already onboard. But in the coming years, more moderate room stock will be added, bringing the price point down.
Global campaign
Each launch event will be tailored to the specific market, emphasising AlUla’s commitment to sharing its compelling story and unique attributes with a global audience.
The global campaign will be in different languages, including Chinese, Arabic, German. Italian and French.
The campaign starts on February 29th and is positioned for the long term, as a three-year exercise “at the very least”.
It involves hero films, beautifully shot by renowned French cinematographer Bruno Aveillan, and pillar-specific films across history & heritage, arts & culture, nature, adventure and wellness.
AlUla doesn’t pay influencers and hasn’t used brand ambassadors, instead benefitting from high-profile visitors including footballer Cristiano Ronaldo and actress Sharon Stone.
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There are still many misconceptions about Saudi Arabia, which football superstar Lionel Messi has helped tackle in a recent campaign for Saudi Tourism Authority.
“It’s no surprise that Saudi still has some perceptual barriers. But visitors are so reassured on the way out, so impressed with locals and the warmth of interaction. It’s time for us to formally invite the world.”
AlUla’s lead brand and creative agency is Deloitte Digitial, Zenith is its media agency and H+K is its destination agency. The social media strategy is handled by Incubeta.
