AlUla_Forever Revitalising_EN

OUR BRAND POSITIONING AND PLATFORM

Forever Revitalising, as a brand positioning, is our north star.

Why?

FOREVER REVITALISING

Because it encapsulates the essence of what AlUla is, and has always been.

That is, a land that has revitalised civilisations, traders and travellers, for thousands of years.

And now, it is set to continue this revitalisation via the initiatives of The Masterplan, which will reinvigorate the culture, economy and environment of AlUla, and by extension, the region, for years to come.

That’s why we refer to AlUla as ‘Forever Revitalising’

AN IDEA WITH INHERENT FLEXIBILITY AND APPLICATION ACROSS AUDIENCES

A unifying, long term, ownable idea and strategic language of value to AlUla allowing us to keep aligned and focused organisationally as we go through a period of rapid and intense development, where we risk fracturing or duplicating our efforts

FOREVER REVITALISING

VISITOR

A promise to travellers that AlUla forever revitalises and in all ways.

EXPERT

Experts are those who can provide qualified endorsement and advocacy to build our reputation and global significance by continually revitalising knowledge, education, and creative expression, impacting how our expert audiences think about and view the world.

COMMUNITY

A lasting commitment to enriching the lives of our broader AlUla community and residents

CORPORATE

An invitation for the investors with shared values to deliver against this promise.

STAFF

A call to action to be part of this essential legacy for AlUla and the Kingdom of Saudi Arabia

A PURPOSE WE HAVE STARTED TO DELIVER AGAINST

HERITAGE

The ongoing archaeological efforts and discoveries talk to an obvious sense of revitalisation of history as the past becomes part of our present.

NATURE & WILDLIFE

Nature Reserve projects are wonderful proof of AlUla’s positioning as it’s about revitalising the native ecosystem and aiming to reintroduce Arabian leopards.

ARTS & CULTURE

Art makes us see the world with fresh eyes, challenging us to think again about how we perceive the world, delivering a revitalisation of perspective.

Programmes to protect and promote traditional crafts

COMMUNITY DEVELOPMENT

With the community as the core beneficiary of AlUla’s development through Scholarship programmes, Agricultural programmes, Madrast Adeera etc

PARTNERS AND INVESTORS

Choice of partners for the destination who have common values from hotel brands to entities

A filter for decisions the brand and business will make, and sits across all communications, brand activity, technological developments and customer experience.

FOREVER REVITALISING IS:

How we communicate what AlUla is, what we do, and how we talk about brand both internally and externally.

The lens through which we assess activity to stay true to the brand and create consistency across all channels.

BRAND MANIFESTO

You may have never met her. But she has always been a part of life. For she is an ancient oasis that has nurtured humanity for well over seven thousand years. Within her incomparable landscape, masterfully carved by time and tool, lies a heart overflowing with generosity. She brought agriculture to life in desert lands. Bore witness to the dawn of literature. Inspired new artforms to blossom. And welcomed traders from far reaching empires, for millennia. A place where travellers have forever coalesced and convalesced, resting to return to life’s journey renewed.

And now, she is set to revitalise us even more, forever more. Lifting cultures, embracing communities and restoring environments. And with every stroke of an archaeologist’s brush, she reveals more secrets about human existence. Her precious arts and crafts, once lost in time, are being reborn. The spectacularly modern helps us see the wonderfully old in a new light. And all are discovering she is not only breath-taking… but life-giving. She is… AlUla. Always, and in all ways, revitalising. AlUla.

CAMPAIGN

KEY VISUALS

A GLOBAL ROLLOUT

In February 2024, a data-driven campaign will launch across 10 core source markets in 6 languages, following a multi-channel approach that crosses social, digital and traditional media.

EUROPE

• UK

• FRANCE

• GERMANY

• ITALY

NORTH AMERICA

• USA

GCC

• KSA

• UAE

• QATAR

APAC

• CHINA

• INDIA

• AUSTRALIA

FOCUSING ON OUR TARGET AUDIENCES

Segments most aligned to this boutique destination:

• Luxe Seekers

• Intrepid Voyages

• Wunderlust Nomads

• Active & Affluent Retirees

TO FILL THE PIPELINE OF VISITORS YEAR ROUND INTO 2026 AND BEYOND

• Awareness budget 61%

• Consideration & conversion budget 39%

A COLLABORATIVE JOURNEY

To ensure we live and breath our Purpose through every facet of our work, as a leading contemporary Brand should, workshops will be scheduled by department.

For any immediate questions please contact DMMO Marketing Team.