Ashraf AboArafe
In an important step that constitutes the beginning of an exciting journey, AlUla unveiled its first global campaign for the brand under the title “Renewed through Time,” with a vision centered around presenting the essence of AlUla to the world with a unique character that reflects its spirit from a renewed perspective, to enhance the destination’s appeal and attract more visitors from different backgrounds. around the world.
The “Renewed Over Time” campaign goes beyond the traditional concept of marketing tourist destinations, as it relies on studying data, and targets nine major markets around the world in six different languages through many marketing channels.”
The launch of the campaign includes distinguished events targeting travel and media partners in six major cities around the world: Dubai, London, New York, Paris, Shanghai, and Mumbai, with the aim of telling the story of AlUla in a captivating way and sparking the campaign.
Philip Jones, Head of the Tourism Sector at the Royal Commission for AlUla, said: “Over the past few years, AlUla has established itself as a distinctive destination that global travelers place on their lists of favorite travel destinations. However, the “Renewed Through Time” campaign represents the next chapter in this journey that… “It is constantly evolving. Through this campaign, we can expand the scope of dialogue on the global stage and communicate more about the attractiveness of AlUla, its characteristics and its ambitions. We affirm that the best of AlUla has not yet been seen by the world, and we invite everyone to participate in this exceptional journey.”
In turn, the Executive Director of the Destination Marketing Department at the Royal Commission for AlUla, Melanie D’Souza, said, “The goal of the ‘Renewed Over Time’ campaign is not only limited to increasing global awareness of AlUla, a destination that has succeeded over the past few years in attracting the interest of visitors from all over the world, but it also aims to To review the programs and initiatives designed to provide a better future for all those wishing to live in, visit, or work in our ancient oasis. We hope that the film and creative assets do justice to this unique destination, and reflect its essence, including its rich heritage, vibrant arts and culture, picturesque natural areas, and exciting adventure experiences. “And renewed experiences of relaxation and prosperity. We seek to have the resonance of this campaign go beyond visitors and travelers, to reach our travel partners who play an important role in organizing unparalleled experiences within our evolving tourism landscape.”
The “Renewed Through Time” campaign program is in line with AlUla’s vision, its plans for comprehensive development, and its goals of becoming a heritage-filled destination that keeps pace with modern and changing requirements. Through this global campaign, AlUla offers a renewed cultural opportunity and invites visitors and partners to enjoy its unique and evolving narrative.
The campaign program caters to travellers’ demands for authentic and valuable experiences, with a focus on specific niches in the travel industry and the growing trend of eco-friendly travel options.
This concept is firmly rooted in AlUla’s Sustainability Charter, which embodies the destination’s commitment to enhancing its economic aspect while preserving its natural and cultural heritage. This is demonstrated through a comprehensive approach focused on enhancing the well-being of AlUla residents. With AlUla shining as a leading tourist destination, the development process is taking place with sustainable steps that put residents at the top of the list of priorities, including creating 38,000 new jobs, contributing 120 billion Saudi riyals (32 billion US dollars) to the Kingdom’s gross domestic product, and increasing the population to 130,000 by 2035.
The “Renewed Through Time” campaign begins with an exceptional film by the famous French cinematographer Bruno Avilan, and lasts for two minutes and thirty seconds, adding an unparalleled cinematic touch. Bruno returns to AlUla again – after his work on the AlUla Local Campaign film in 2021 – to provide a new perspective with creative work that accurately highlights the essence of AlUla and its ambitions through the main pillars of its destination: history, heritage, arts, culture, nature, adventure, recreational experiences and prosperity.
The film is available in several versions, each with a different duration, and is shown in multiple languages, to present a “renewed over time” campaign to the global audience, as it goes beyond being just a marketing campaign, to reflect the true essence of AlUla.
Bruno Avillan commented: “Every corner of AlUla is a source of inspiration, and I was keen to clearly reflect its essence in the main film of the “Renewed Through Time” campaign, in addition to embodying the touches of creativity and passion that distinguish AlUla and its people, and reflect a unique legacy passed on from generation to generation. “With ambitions for it to flourish in the coming chapters of my AlUla journey. Making this film was a rich experience for me, not only because it allowed me to see a number of the most prominent landmarks and distinctive sites in the world, but also because it provided me with the opportunity to explore the depths of my creativity, amidst the exceptional sands and oasis of AlUla.” .
Furthermore, the campaign includes a collection of Pillar Films, each offering a short video focused on the destination, showcasing the diversity of experiences AlUla has to offer. It also highlights popular destinations and tourist attractions in AlUla such as Al Hajar, Jebel Ikma, the oasis, the old town, balloon adventures, Sharaan Nature Reserve, the valley pool, local crafts, Elephant Rock, and the vibrant F&B sector.
The “Renewed Over Time” campaign also represents the first steps towards an integrated, multi-channel digital approach, giving customers a seamless and distinctive experience. AlUla’s digital transformation strategy includes a new website and mobile application, and a marketing strategy focusing on social media sites.
