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AlUla launches first ever destination brand campaign 'The World’s Masterpiece'

AlUla has launched its first ever destination brand campaign, 'The World’s Masterpiece', across broadcast channels and digital media.

The campaign, developed by the Royal Commission for AlUla (RCU), includes a 90-minute film directed by cinematographer Bruno Aveillan and a suite of digital assets.

AlUla is the first of the Saudi Vision 2030 projects, that has opened to tourism; following the Kingdom of Saudi Arabia's launch of visitor visas in 2019 and its addition to the UK corridor list last year.

AlUla will be targeting discerning travellers through this campaign, who are seeking authentic travel experiences. They will be visiting the main heritage sites of Hegra, Jabal Ikmah and Dadan, while the adventure enthusiasts will have the opportunity to tour the Ashar Valley in a desert buggy, or go zip lining through the canyons. For families, there will be farm visits, located close to Hegra, which offer a chance to get to know the local flora and fauna.

AlUla’s new campaign will help to achieve RCU’s long term visitor target, of two million visitors by 2035. Melanie de Souza, executive director marketing, RCU said: "We are already receiving a lot of interest from international travellers excited to explore a new destination with such history, including 7000 years of civilisations from the Nabataeans to the Romans."

"The travel landscape has been irreversibly altered, but as travel slowly resumes, research tells us people will be looking for meaningful travel, vast open spaces and close to nature experiences. AlUla is well-positioned in the domestic market for all of those reasons and internationally as a new and significant boutique heritage and culture destination," added de Souza.

The hero film features a young Saudi woman reflecting on her time in AlUla and visiting some well known sites, including UNESCO World Heritage Site Hegra, Dadan, Jabal Ikmah, AlUla Old Town and Jabal AlFil (Elephant Rock).

Those interested can watch the film here: https://youtu.be/NI0Q-2ypZhg


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