Launched in broadcast, outdoor and digital on Januari 10, 2021, “AlUla, The World’s Masterpiece” is the first-ever brand tourism campaign for AlUla, one of the oldest cities in the Arabian Peninsula and home to Hegra, a UNESCO World Heritage site.
AlUla is a land rich in historical, geological and geographical significance, this ancient city, once at the crossroads of The Silk Road and The Incense Route, has only recently been re-discovered by the world.
Developed by the Royal Commission for AlUla (RCU) with creative partners Leo Burnett, the World’s Masterpiece campaign includes a film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets under the concept of The World’s Masterpiece.
The campaign is a play on both the skilful artistry of ancient civilisations who carved elaborate artworks into the rocky outcrops, as well as the pure and unspoilt beauty of the geological rock formations and landscapes sculpted by nature.
The World’s masterpiece brand campaign is targeted to discerning travellers that seeking meaningful, authentic travel experiences. Visitors will explore the main heritage sites of Hegra, Jabal Ikmah and Dadan and adventure tourists will also be catered for with opportunities to tour the key sites of the Ashar Valley in a desert buggy, or ziplining through the canyons. For families, farm visits located close to Hegra offer a chance to get up close and personal with the local flora and fauna.
According to RCU, the new brand campaign could help to achieve long term visitor target of two million visitors by 2035.