Forever Revitalising: AlUla Launches Its First Global Brand Campaign

AlUla, the ancient oasis city in the northwest of Saudi Arabia, has launched its inaugural global campaign, showing the world all the wonders it has to offer. 

Forever Revitalising, AlUla’s very first global campaign aims to showcase the essence of this ancient city from a fresh perspective. More than just a traditional destination marketing effort, Forever Revitalising is a data-driven endeavour that will debut across nine core global source markets in six languages, integrated across multiple channels.

Forever Revitalising presents a revitalised cultural promise, inviting tourists and partners to emotionally engage with its evolving narrative. Anchored in the AlUla Sustainability Charter, the campaign embodies a commitment to sustainable development and economic prosperity while preserving natural and cultural heritage. Signature events targeting travel trade and media partners in major international cities such as Dubai, London, New York, Paris, Shanghai, and Mumbai kick off the campaign to tell a captivating story. 

Speaking about the launch, Phillip Jones, Chief Tourism Officer at the Royal Commission for AlUla (RCU), said, “In just a few years, AlUla has established itself as a destination on the global traveller’s wish list. However, ‘Forever Revitalising’ marks the next chapter in this ever-evolving journey. Through this campaign, we can open up the dialogue even further on a global stage and communicate the full depth of AlUla’s appeal, attributes and ambition. The best is yet to come, and we extend an open invitation for all to be part of this extraordinary journey.”

The campaign seeks to capture the essence of AlUla, including its rich heritage, vibrant arts and culture, natural beauty, adventures, and wellness experiences, resonating with travellers and supporting travel partners who curate these unique experiences. Renowned French cinematographer Bruno Aveillan’s hero film for Forever Revitalising captures the essence of this wondrous city, promising an emotive masterpiece that highlights the city’s core destination pillars. Melanie de Souza, Executive Director of Destination Marketing at RCU, revealed, “Forever Revitalising is not only about driving global awareness of a destination that till recently was relatively unknown to most travellers, but it is also 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.”

To sum it up, AlUla’s Forever Revitalising campaign marks a significant milestone in the city’s journey to becoming a globally recognised destination. With its refreshing and authentic approach, the campaign is set to captivate travelers worldwide. As AlUla continues to evolve, Forever Revitalising invites everyone to be part of this extraordinary journey and experience the magic of this ancient oasis city.

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