Royal Commission for AlUla

AlUla: Against All Odds

  • EMEA
    • Integrated Marketing
      • International Marketing
        • Media and Analytics
          • MICE
            • Public Relations

              Situation

              Nestled in the heart of Saudi Arabia, AlUla shines as a relatively undiscovered cultural gem. Outdated perceptions of the Middle East have kept travelers from experiencing its rich heritage, striking landscapes and optimistic outlook. The Royal Commission for AlUla sought our assistance in shifting entrenched narratives to tell AlUla’s story in a way that resonates with U.S. audiences. We sought to challenge common misconceptions and position AlUla as an emerging world-class, luxury destination focused on sustainability.

              Action

              Beginning in 2020, our team laid the groundwork to promote AlUla to key media partners to capture consumer awareness of AlUla. As we began our outreach, even getting journalists to consider covering Saudi Arabia – let alone travel there – posed a challenge. Through persistent storytelling and relationship-building, aided by leveraging AlUla’s inclusion in several National Geographic documentaries, we told the larger story of the destination while launching its first global brand campaign. We orchestrated an integrated travel trade and media program, hosting over 15 luxury travel advisors as well as the editor in chief of a major media outlet. Coordinating events, attending conferences and doing active media outreach resulted in establishing AlUla among the discerning U.S. market as a sought-after luxury destination.

              Results

              After securing 100 major media placements between 2020 and 2024, we elevated our strategy, resulting in two placements in Time’s “World Greatest Places” and a feature in The New York Times in June 2024. Our persistence delivered a second feature published by the NYT within a year, this time with a different writer who expressed interest in returning to AlUla to provide further coverage. We executed an event in New York City, drawing over 100 top-tier media attendees as well as trade professionals and key stakeholders, helping to launch the new brand. This event alone drove key international placements with Condé Nast Traveler, Travel + Leisure, CNN, Afar and many more.

              Results Callouts

              2020

              2021

              2022

              2023

              2024

              2025

              Next Up
              Amstar: Where You Are the Destination
              Amstar