AlUla: The Postcard of Saudi Arabia to the World

Tahaab Rais, Nadine Kabbara

AlUla was unveiled to the world through beautifully crafted content across a well-defined channel plan to increase brand awareness, attract 90,000 visitors, influence visitor satisfaction, and generate 240m views across 12 markets.

Campaign details

Brand: AlUlaBrand owner: Royal Commission of Al UlaEntrant company: Leo BurnettIdea creation: Leo Burnett DubaiMarket: Global Sector: Destinations and locations Media channels: Online video, Social media, Word of mouth, Influencers, KOLs, Television & Connected TV

Executive summary

How could Saudi Arabia attract visitors across the world to experience AlUla, a beautiful, but relatively unknown destination?

Truth is, with its sites, history and experiences, AlUla is a living museum and a masterpiece unlike anywhere else in the world.

So, we communicated it through a...

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