In 2024, the Royal Commission for AlUla launched Forever Revitalising, AlUla's first global brand campaign—positioning the ancient oasis city in northwest Saudi Arabia as a living cultural landscape shaped by renewal, creativity, and transformation.

Targeting nine international markets—including the GCC, UK, USA, France, Italy, Germany, China, and India—the campaign launched in six languages across digital, social, and experiential platforms. Its aim was to reintroduce AlUla not just as a destination, but as a place that revitalises everyone who visits.

The campaign’s central film, directed by French cinematographer Bruno Aveillan, explored AlUla’s five key pillars—heritage, arts, nature, adventure, and wellness—through cinematic storytelling. Additional films showcased signature experiences such as hot-air ballooning, luxury retreats, ancient heritage sites like Hegra, and the conservation efforts of the Sharaan Nature Reserve.

Grounded in AlUla’s Sustainability Charter, the campaign also reflected a broader commitment to ecological preservation, cultural heritage, and community-led development. Forever Revitalising marked a milestone in AlUla’s emergence as a global destination—one that inspires reflection, connection, and transformation.

Our digital rollout included adaptations for key social platforms, with messaging tailored to resonate across both organic and paid media. I worked closely with creative, digital, and brand teams to ensure consistency of voice and story across all audience touchpoints, including Instagram, TikTok, and YouTube. Social content was designed to feel native to each platform while reinforcing the campaign’s overarching narrative.