Thursday, February 29, 2024
Embarking on a transformative journey, the historic oasis city located in the northwest of Saudi Arabia announces its first-ever worldwide brand initiative, titled Forever Revitalizing. Set to launch on February 29, 2024, the Forever Revitalizing initiative aims to introduce the world to AlUla through a new and engaging lens, designed to appeal to global travelers. This innovative campaign, which transcends conventional destination marketing efforts, will leverage data to make its debut in nine key international markets, available in six different languages, and feature across a variety of platforms.
The campaign will commence with hallmark events in five significant global cities: Dubai, London, New York, Paris, Shanghai, and Mumbai. These events are designed to weave a compelling narrative for travel industry professionals and media representatives.
Centered on themes of rejuvenation and evolution, Forever Revitalizing resonates with AlUla’s aspiration to be perceived as a site of perpetual significance, blending its historical allure with contemporary relevance. This worldwide initiative invites potential visitors and collaborators to connect deeply with AlUla’s dynamic and enriching story.
Phillip Jones, Chief Tourism Officer at Royal Commission for AlUla (RCU), added, “In just a few years, AlUla has established itself as a destination on the global traveller’s wish list. However, Forever Revitalizing 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.”
Melanie de Souza, Executive Director, Destination Marketing at RCU, commented, “Forever Revitalizing is not only about driving global awareness of a destination that till recently was relatively unknown to most travelers, 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.”
“We hope that the film and creative assets do justice to a truly unique destination, capturing the essence of AlUla across our rich heritage, vibrant arts and culture, breath-taking natural beauty, thrilling adventures, and rejuvenating wellness experiences. This campaign we hope will not only resonate with travelers but also support and engage our travel partners who are critical to curating the unparalleled experiences of our evolving tourism landscape.”
Forever Revitalizing promises to fulfill the desires of modern explorers for genuine, impactful experiences, acknowledging the shift towards niche, eco-conscious, and culturally sensitive travel options.
This strategy is deeply integrated with the principles of the AlUla Sustainability Charter, reflecting the city’s dedication to balancing economic growth with the conservation of its natural and cultural assets. Through sustainable development, AlUla aims to enrich the lives of its community, aiming for substantial socio-economic milestones, including the creation of 38,000 jobs, contributing SAR 120 billion (approximately USD 32 billion) to Saudi Arabia’s GDP, and boosting its population to 130,000 by 2035.
The campaign is highlighted by a striking film titled Forever Revitalizing, directed by the acclaimed French cinematographer Bruno Aveillan. Returning after his remarkable work on a domestic campaign for AlUla in 2021, Aveillan’s latest film is a two-minute and thirty-second masterpiece that beautifully encapsulates the spirit of AlUla, focusing on its core pillars: history & heritage, arts & culture, nature, adventure, and wellness.
This main film, complemented by various shorter edits in multiple languages, serves as the introduction to Forever Revitalizing for a worldwide audience, aiming to elicit emotional engagement through its visual narrative.
Bruno Aveillan commented, “Every corner of AlUla is a wellspring of inspiration, and this essence is vividly captured in the hero film of the Forever Revitalizing’ campaign. It’s infused with the enduring spirit of creativity and passion that courses through AlUla and its people, reflecting a legacy passed down from generation to generation. This legacy promises to continue thriving in the forthcoming chapters of AlUla’s journey. Crafting this film was an enriching experience, not only because it allowed me to witness some of the world’s most breath-taking landmarks and locations, but also because it offered me a vast canvas to explore the depths of my own creativity—a profound and enduring gift that AlUla bestows upon everyone who walks upon her historic sands and experiences the sheltered embrace of her oasis.”
Additionally, the campaign features a series of Brand Pillar Films, short yet immersive videos that highlight AlUla’s diverse attractions, including Hegra, Jabal Ikmah, the AlUla Oasis, and more, showcasing everything from balloon adventures to the local culinary scene.
Forever Revitalizing also signifies a move towards a seamless, integrated digital experience, incorporating a cutting-edge e-commerce platform, mobile application, and a digital-first strategy to enhance the overall customer journey.
Sunday, April 28, 2024
Sunday, April 28, 2024
Sunday, April 28, 2024
