Coral Kingdoms of Saudi Arabia

coral kingdoms of saudi arabia - red sea campaign 2021

3 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

contents 1. VISION

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2. CONCEPT

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3. CAMPAIGN ELEMENTS 3.1.

3.2 3.3 3.4 3.5 3.6 3.7 3.8

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INTERNATIONAL COMPETITION 12 COFFEE TABLE BOOK 14 INTERACTIVE WEBSITE PORTAL 20 EXHIBITION - OUTDOOR 22 EXHIBITION - INDOOR DYNAMIC 24 DOCUMENTARY 26 OUTREACH PROGRAM 28 TOURING MUSEUM EXHIBITION 32

4. PROJECT TEAM

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5. PROJECT PARTNERS

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1. vision To create a series of national and international world-class events and multi-media content to: celebrate, improve lifestyles, encourage exploration, enhance the quality of life and create a sense of pride around one of the Kingdom's best kept secret- the Saudi Red Sea.

saudi red sea A place on earth, like nowhere else on earth

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2. concept The ‘Coral Kingdoms of Saudi Arabia – Secrets of the Red Sea’ (CKSA) is a timely community engagement campaign that will showcase the hidden jewels of the Saudi Red Sea. It's designed to celebrate, encourage exploration and protection of the Saudi Red Sea across several complimentary multi-media initiatives including, but not limited to: • International photographic competition – In partnership with Ocean Geographic, an international photographic competition on the Saudi Red Sea will be launched. This will build a ground-swell of interest and positive media nationally and internationally, raising the profile of the Saudi Red Sea and collecting a library of world-class imagery. (Refer to page 16) • Coffee table book -A selection of images from the international photographic competition will form the basis of a large format coffee table book, showcasing the incredible diversity and colour of the Saudi Red Sea. It will be written by an awardwinning author and peer reviewed by scientists and project partners. The book will also include maps of locations to explore the Saudi Red Sea, operators who can guide people and provide hire gear and community groups. In-line with the Kingdom's sustainability directive, the book will also be printed using sustainable printing methods. (Refer to page 18) • Interactive website portal – An integrated and resource driven site on the Saudi Red Sea that will build on the photographic portal. Information will include: key locations to explore, marine-related businesses, community groups, events, tourism operators, animal and habitat identification guides, teaching resources and image libraries. (Refer to page 24) • Outdoor and indoor exhibitions/events – Content from the book and documentary will be transformed into a number of out-of-home entertainment experiences for venues across the Kingdom. This will encourage increased visitation and spending. These events can easily be rolled out internationally profiling the Kingdom’s natural values, talents and capabilities. (Refer to page 26) • Documentary – A world-class documentary will bring the book to life on the big screen.

It will be filmed by Emmy-Award winning cinematographers and production experts whose work includes IMAX movies and natural history documentaries such as the Great 8 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

Barrier Reef series in partnership with the BBC. The documentary will profile the KSA film industry and be showcased at venues and events throughout the Kingdom and internationally. (Refer to page 30) • Outreach program – Combines all of the CKSA content with supporting materials to deliver a number of programs and events for community and school groups ranging from: workshops, presentations and upskilling events. This will encourage active participation, create a sense of national pride and build a marine stewardship ethic. (Refer to page 32) • Touring museum exhibition – Brings together resources and themes developed to create an innovative and interactive exhibition on the Saudi Red Sea that fuses arts, science, tourism, conservation and education into a world-class visitor experience.

The exhibition can be hosted through the Kingdom’s venues.

Internationally it is a unique and timely opportunity to capitalise on the demand for high quality natural history exhibits. (Refer to page 34) • Library of world-class marketing collateral – Campaign elements will create a library of collateral that will include: underwater footage, underwater photography, market-ready Saudi Red Sea narrative and content that can be used for QoL initiatives, other Vision 2030 realisation programs and international marketing efforts.

The initiatives build on each other to create a comprehensive and strategic campaign that will showcase the Kingdom’s lifestyle experiences, encourage active participation, upskill and highlight the talents of Saudi people and create a series of out-of-home entertainment options.

Proven examples of the campaign elements are showcased in the following pages.

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3. campaign elements

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3.1. international competition In partnership with Ocean Geographic and key stakeholders, an international photographic competition on the Saudi Red Sea will be launched. The online competition will feature a number of categories including but not limited to; underwater landscape, split level, maritime, macro, mega-fauna, conservation, people and places. This will ensure the best and widest representation of the colour, diversity and experiences of the Saudi Red Sea showcases.

Entrants submit their images in the online portal within the competition guidelines. Winners will be judged by a panel that includes project partners, industry experts and guest judges. A community voting system will also be set up to choose the community's favourite image. Winners will be featured in the coffee table book and awarded a range of prizes including scuba gear, camera gear, trips to the Kingdom, liveaboard experiences, etc.

A comprehensive media and marketing strategy will support the campaign, building a ground-swell of interest and positive media nationally and internationally. The photos will become an integral part of the CKSA library for project partners to access and will be utilised across other campaign elements.

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13 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

3.2 coffee table book A selection of images from the international photographic competition will form the basis of a large format coffee table book written by an award-winning author. This will showcase the incredible diversity and colour of the Saudi Red Sea and be peer reviewed by KSA scientists and project partners. The book will also include maps of locations to explore the Saudi Red Sea and operators who can guide people and provide hire gear and community groups. In-line with the Kingdom's sustainability directives, the book will be produced using sustainable printing methods.

The proposed publication is a vibrant starting point to introduce audiences locally and globally to the colourful and

diverse world of the Saudi Red Sea. The text will be written in an engaging and simple format to appeal to audiences of all ages without the need for any previous scientific knowledge. It will become a powerful marketing tool that will encourage the Kingdom's people to explore their local marine environment while building KSA up as a global marine tourism destination. The following pages were designed using underwater photos captured around the coastline of Jeddah.

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The following page layouts are examples from the highly successful publication Melbourne Down Under. They demonstrate tourist locations, community groups, project partners and how conservation messages can be showcased.

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3.3 interactive website portal A supporting website would be developed for the project in two stages: Stage 1 - Competition portal for the project publication and exhibition; and Stage 2 - A library of still and moving imagery - and an interactive map layered with information including: educational, scientific and tourism related information. This will ensure a wider audience appeal. Example page designs from a previous project are highlighted in the following pages.

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3.4 exhibition - outdoor The following images have been drafted for illustrative purposes and use partner imagery to showcase how images from the book can be displayed in a range of exhibition locations. The exhibition would be designed to compliment the location and to capture the visitors attention and imagination while educating them about the wonders of the Saudi Red Sea. The flexible design coupled with project partner experience allows for the addition of interactive elements that could include 360 viewing of the Saudi Red Sea.

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360 Interactive element - Underwater Earth 23 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

3.5 exhibition - indoor dynamic Capitalising on the QoL strategies to develop out-of-home entertainment experiences and using the project team's and partner experience, imagery would be re-engineered with soundscapes and music to create a dynamic sense of immersion for the visitor. This would provide compelling content for art galleries, exhibition spaces, aquariums and museums. Once developed, it can be adapted to suit different sites and audiences. The design will allow easy transportation and installation at other locations nationally and internationally.

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3.6 documentary Using the Kingdom's best talents and scientific minds in partnership with Emmy award-winning cinematographers, the documentary will bring to life the book and photographic exhibition. It will showcase the Saudi Red Sea like never before and provide unique opportunities to showcase and build local talent.

The documentary will be a vibrant and compelling cinematic experience that highlights the colour and diversity of the Saudi Red Sea, helping to position it as a luxury tourism destination.

Our compelling footage and storyline will provide a library of stunning imagery and narratives that can be used across multiple government platforms, projects and educational programs.

It's an opportunity to collaborate with scientists, build the capacity of the Kingdom's people and ensure consistency and accuracy of its messages. The team's experience and credibility in the industry will provide a strategic platform to explore partnerships with high profile broadcasters including but not limited to National Geographic, Discovery Channel and Netflix.

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3.7 outreach program The outreach program will extend the reach and longevity of the project by combining the expertise of the KSLOF, our project partners and campaign elements that will connect and create valuable resources, communications tools and events for the communituy and education sector. This would include: •

Teacher training workshops and development of lesson plans and e-learning resources they can use with students;

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Online resources (through the existing KSOLF website portal (see opposite page). This would bring the beauty and wonder of the Red Sea to students and teachers in the Kingdom and around the world.

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Opportunities for students and the community to engage with KSA and international scientists;

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Interactive resources in partnership with Google and Underwater Earth including virtual trips to the Saudi Red Sea;

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Student ambassador programs to develop environmental champions and opportunities to build skills, share knowledge and engage with other students around the world with our projects partners Ocean Youth (Ocean Future Fund) and Ocean Geographic;

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Community workshops, knowledge sharing and upskilling events; and

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Promotion of existing community groups with a focus on environmental protection and participation. Ideally this would inspire the creation of new community groups and activities.

Underwater Earth 28 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

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The following images are examples of resources developed from the successful 'Melbourne Down Under' education campaign. Resources can be used throughout schools and the community and will be made available in hard copy and online through the KSLOF portal. It's also an opportunity to share resources internationally to raise awareness of the marine values of the Saudi Red Sea and open the dialogue and pathway for cross cultural understanding.

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31 Confidential - Coral Kingdoms of Saudi Arabia - Secrets of the Red Sea

3.8 touring museum exhibition Coral Kingdoms of Saudi Arabia (CKSA) would be a scalable international touring exhibition that brings together industry experts, tertiary institutions, scientists, creative geniuses and award-winning cinematographers.

Using a combination of technology, interactives, stunning cinematography and carefully crafted interpretative materials, CKSA will immerse Saudi residents and visitors from around the world in the colour, diversity and beauty of the Saudi Red Sea. This will profile the Kindgom's cutlure, lifestyle and liveability .

Themed and scalable areas, featuring unique and engaging interactives will showcase the diverse range of marine habitats of the Saudi Red Sea and the life that characterises them. Visitors will be able to explore a 3D coral bommie, cruise along the coastline using one of the Kingdom's research vessels and come face to face with some of the reefs' most charismatic residents.

It's an opportunity for locals and global citizens to digest the research and look beneath the science to confront the astounding hidden truths of the Saudi Red Sea and the keys it holds to our future. Each experience reveals valuable lessons about life, family, community and the power of tiny interactions to create mighty changes.

Information will be layered to cater for a range of demographics and a supporting in-house school program will provide unique opportunities to live stream Red Sea habitats and engage with the Kingdom's scientists in the field as they share their amazing discoveries.

Exhibition concepts are showcased on the following pages. It can be created as a permanent exhibition or can be toured locally and internationally. It's an opportunity to showcase a new and vibrant side to the Kingdom, profile local talents, encourage collaboration with teams across the world and create sustained positive media.

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4. project team Khaled bin Sultan Living Oceans Foundation The Khaled bin Sultan Living Oceans Foundation is a non-profit environmental science and research organization established to help preserve, protect and restore the world’s oceans and aquatic resources through research, education, and outreach. Our mission is to protect and restore ocean health by providing science-based solutions.

The Foundation was established in 2000 by His Royal Highness Prince Khaled bin Sultan of the Kingdom of Saudi Arabia. Since then, the Foundation has organized many large-scale scientific surveys including the Global Reef Expedition - the world’s largest coral reef survey and high-resolution habitat mapping expedition.

For the past twenty years, the Foundation has used its three-pronged approach of science, outreach, and education to conserve vulnerable coral reef systems. Success in these three pillars of our work has helped the Foundation become a global player in marine conservation. These areas are outlined below: SCIENCE - The Foundation conducts coral reef ecosystem research in remote locations around the world. The Foundation works with local scientists to map coral reef habitats, conduct scientific surveys, and assess coral reef resilience. The resulting scientific findings and maps are shared with participating countries and are used to develop sound environmental management strategies for coral reefs.

EDUCATION - In order to advance ocean literacy and the conservation and restoration of our living oceans, the Foundation provides educational opportunities for students around the world. The Foundation conducts workshops and seminars, develops coral reef educational materials for students and teachers, and runs programs to inspire, educate, and engage students in ocean conservation.

OUTREACH & COMMUNICATIONS - A key component of the Foundation’s conservation program is media relations and outreach. The Foundation communicates our scientific findings to government officials, stakeholders, and decision-makers so they can understand the value of their marine resources and what they can do to protect them.

The Foundation also creates films and publishes articles to: illustrate the complexity of life underwater, convey ocean conservation messages and inspire others to care about the ocean.

Science without Borders® is the overarching theme of the Living Oceans Foundation. The synergy created through this approach is imperative for making significant impacts in the restoration of ocean health. Through partnerships with scientific institutions and conservation organizations around the world, the Foundation is able to leverage the resources, commitment, and ideas necessary to make substantial progress to protect and preserve coral reefs and other aquatic ecosystems around the world.

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Coral Kingdoms of Saudi Arabia The Coral Kingdoms of Saudi Arabia (CKSA) concept was inspired by our Director's visits to the Kingdom where they fell in love with its people and places. It's built on a commitment to showcase the incredible colour, diversity and richness of the Saudi Red Sea to local and international audiences across multiple media platforms. It's our mission to create engaging out-of-home entertainment experiences, content and events that encourages people to come on a journey to discover, explore and protect the Saudi Red Sea. It’s a timely legacy project that will assist in delivering the Vision 2030 - Quality of Life Program (QoL), helping to position Saudi Arabian cities in the Top 100 most liveable cities by 2030.

Our creative team includes industry experts, Emmy award-winning cinematographers, scientists, creative geniuses, award-winning authors and partners who push the boundaries on using technology to create meaningful entertainment. We're all passionate about the marine environment and are committed to using our skills to create compelling and innovative marine projects that entertain, engage and encourage active exploration and protection of not only the Saudi Red Sea but our greater blue planet which we all depend upon.

This project in partnership with the Khaled bin Sultan Living Oceans Foundation will be led by our Director, Sheree Marris, a marine biologist who offers unique industry insight, marine expertise, networks and communications experience. With her partners she develops projects that build the bridge between science and the public through international exhibitions, publications, documentaries and community education campaigns. She is the Creative Director of Ocean Geographic and has advised in the scripting filming of the Great Barrier Reef IMAX movie. She's also an award-winning author and documentary-maker. Her marine conservation work has attracted many accolades including the Young Australian of the Year – Environment award.

The CKSA ibuilds on the success and format of the Melbourne Down Under which secured over $10million in free media coverage across the globe and inspired a complementary documentary, schools education kit and outdoor exhibition. The achievement of this project generated enormous interest and has inspired state governments in Australia to support similar models which are currently in production including; Tasmania Down Under, Sydney Down Under and Western Australia Down Under.

The team has demonstrated success and experience in delivering high quality marine projects from concept to completion including securing funding, media exposure and high profile project partners which will help ensure the success of the Coral Kingdoms of Saudi Arabia.

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5. project partners OCEAN GEOGRAPHIC SOCIETY A global voice for the ocean, lead by the world leading photographers and scientists. It has a global reputation, that looks at the human cultures which have been dependent historically on the sea, and delves into deep and shallow seas exploration. It captures the latest discoveries, research and imagery through scientific expeditions, forums and industry-leading partnerships in a quarterly almanac.

AUSTRALIAN SAUDI BUSINESS COUNCIL Established as an agreement between the Council of Saudi Chambers and the Australian Industry Group, the Australia Saudi Business Council (ASBC) committed to deepening and strengthening cooperation and understanding between the institutions and people of the Kingdom of Saudi Arabia and Australia. Their mission is to promote, foster, and further the commercial, political, and cultural ties between Australia and Saudi Arabia through collaboration.

BIOPIXELS Led by Richard Fitzpatrick who is a Marine BIologist, Emmy-awarded cinematographer, explorer and innovator who pushes the boundaries of cinematography, capturing unique animal behaviours which have never been filmed before. He has worked with the who’s who in the natural history world including the BBC, National Geographic and Discovery Channel. Richard was the man behind the last two Great Barrier Reef productions commissioned by the BBC and the new Great Barrier Reef IMAX movie.

UNDERWATER EARTH Revolutionising ocean education through innovation, Underwater Earth are the team behind Google Street View - the internationally acclaimed project of the award-winning Netflix documentary 'Chasing Coral'.

Pioneers in the production of 360 films they led the XL Catlin Seaview Survey a project that surveyed coral reef surveys across 26 countries and collecting over 1 million panoramic underwater images, resulting in the world’s largest scientific visual archive of underwater environments.

The project has created accessible and unique opportunities for virtual underwater field trips for communities and classrooms all around the world.

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GRANDE EXPERIENCES The creators of travelling and permanent multi-sensory art and cultural experiences. Grande have presented over 200 largescale exhibitions and experiences in museums, galleries, science centres and other venues in more than 150 cities, to over 17 million visitors in 32 languages.

Blockbuster experiences include Van Gogh Alive, Leonardo da Vinci - 500 Years of Genius, Monet & Friends and Planet Shark.

JAMES COOK UNIVERSITY JCU is known for its research excellence and is rated world-class in 38 research areas that include coral reef science. The project will utilise the skills and experience of academics and experts to build the program narrative and capture unique imagery on coral reef systems. This will be

by Professor Seymour, one of the world’s most well respected marine scientists. His expertise and skills as a global science communicator, researcher and consultant are in high demand globally.

MARC-O-MATIC One of Australia’s pioneering immersive media artists, inspiring audiences through his creative approaches to Augmented Reality. An XR Auteur, Marc is an Illustrator, Animator, Storyteller and XR Technologist blending fusions between analogue mediums, 2D/3D animation and game engine technologies to create experiential and interactive storytelling experiences; bringing objects and artworks to life right in front of audiences.

ZERO ONE Zero One brings some of Australia’s best talent together utilising cutting-edge hardware and a range of proprietary and off the shelf software. They deliver virtual reality, interactive applications, digital animation and visual effects. Clients include Dreamworks Interactive, Warner Bros Interactive, Universal Interactive, Adidas and Melbourne Museum.

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FOR MORE INFORMATION CONTACT

SHEREE MARRIS

ELIZABETH THOMPSON

Project Director

Project Director

+61 417 346 963 info@saudicoralkingdoms.com saudicoralkingdoms.com

+1 443-221-6844 Thompson@LivingOceansFoundation.org saudicoralkingdoms.com