Forever Revitalising aims to elevate the traditional destination campaign and encapsulate the essence of AlUla, spanning nine source markets in six languages.
The Royal Commission for AlUla is striving to portray the true essence of the city with the campaign, which spans both trade and consumer channels.
Phillip Jones, the commission's chief tourism officer, said the campaign is "the next chapter in [the destination's] ever-evolving journey."
Events targeting the trade have kickstarted the campaign in London, Dubai, New York, Paris, Shanghai, and Mumbai, with more expected.
French filmmaker Bruno Aveillan was recruited to craft the campaign's hero film, following work on the destination's domestic brand campaign in 2021. The video aims to inspire a fresh perspective and authentic emotions while spotlighting AlUla's core destination pillars (history & heritage, arts & culture, nature, adventure, and wellness).
Melanie de Souza, the commission's executive director of destination marketing, concluded: "Forever Revitalising... is 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."
