Launching on 29 February 2024, Forever Revitalizing encapsulates the essence of AlUla as the up-and-coming tourist destination in Saudi Arabia.
The ancient oasis city in the northwest of Saudi Arabia is set to embark on an exciting journey with the milestone launch of its inaugural global brand campaign, Forever Revitalizing.
Launching on 29 February 2024, the Forever Revitalizing campaign encapsulates the essence of AlUla, presenting a refreshing and authentic perspective crafted to captivate travelers worldwide. With the ambition to be more than a traditional destination marketing campaign, the data-driven endeavor debuts across nine core global source markets in six languages, and will be integrated across multiple channels.
Signature events targeting travel trade and media partners in five major international cities -: kickstarting in Dubai, followed by London, New York, Paris, Shanghai, and Mumbai.
Phillip Jones, Chief Tourism Officer at Royal Commission for AlUla (RCU) said, "In just a few years, AlUla has established itself as a destination on the global traveler’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, of Destination Marketing at RCU further added, “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 programs and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.”
This approach is firmly anchored in the AlUla Sustainability Charter, which exemplifies the destination's commitment to integrating economic prosperity with the preservation of its natural and cultural heritage. This is best demonstrated by a development approach that centers on the well-being and interests of the people of AlUla. As the city evolves as a destination, it does so in a manner that is both sustainable and enriching for its residents, with goals to create 38,000 new jobs, contribute SAR 120 billion (USD 32 billion) to the Kingdom's GDP, and increase the population to 130,000 by 2035.
Renowned French cinematographer Bruno Aveillan's captivating film, Forever Revitalizing takes the form of a two-minute thirty-second hero film, adding a cinematic touch like no other. Following his exceptional work on AlUla's domestic brand campaign film in 2021, Bruno returns to the city with a fresh perspective, aiming to provide viewers with an emotive masterpiece that meticulously highlights AlUla's essence and its promise across its core destination pillars: history & heritage, arts & culture, nature, adventure, and wellness.
Bruno Aveillan commented, "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 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."
The campaign also includes a collection of Brand Pillar Films, offering shorter yet captivating destination-focused videos that showcase the rich tapestry of experiences that AlUla has to offer. These Pillar Films, available in 12 different edits, each lasting six seconds and presented in various languages, cast a spotlight on iconic AlUla destinations such as Hegra, Jabal Ikmah, AlUla Oasis, AlUla Old Town, Sharaan Nature Reserve, Elephant Rock, a variety of attractions including balloon adventures, luxury hospitality, local artistry and craftsmanship, and the vibrant food and beverage scene.
Forever Revitalizing also marks the first steps towards an integrated and connected omnichannel digital approach and experience for an enhanced customer journey. A digital transformation for AlUla features a new state-of-the-art e-commerce website, a mobile app, and a social-first strategy.
