I crafted the brand strategy, communications plan, and go-to-market approach for AlUla’s global and regional launch, incorporating a complete brand refresh that highlighted Saudi Arabia’s first UNESCO site with its unique cultural heritage, art, entertainment, and travel experiences.

Main goal was to shift focus from a simple “Living Museum” to a launchpad for personal and historical discovery. Strategy sought to position AlUla as a gateway to a unique journey, blending 200,000 years of human and natural history. Inspired by AlUla, visitors from around the world were to embark on a journey of personal growth and transformation, engaging with its unique and evolving narrative.

But AlUla’s brand mission wasn’t just about AlUla itself; it also aimed to globally showcase Saudi Arabia’s millennia-old and vibrant culture, establishing the Kingdom as a leading cultural and natural hub in the Arabic world. 

The new strategy focused on appealing to local and global travelers who desire more than just a conventional destination, They crave a deeper connection to the region’s rich heritage that rejuvenate both body and mind.

AlUla’s ‘Forever Revitalizing’ campaign authentically captured its new brand ethos, ‘Where the Journey Begins,’ resonating with a diverse audience including Digital Nomads, Luxury Escapists, Creative explorers, and Spiritual seekers. Through a blend of history, nature, and cultural immersion, AlUla aimed to capitalize on the post pandemic desire for transformative travel experiences.