AlUla has unveiled its inaugural global brand campaign, Forever Revitalising. The aim is to build awareness of the Saudi Arabian destination, with an emphasis on its “renewal and transformation.”

Launched on February 29, the campaign debuted across nine source markets in six languages. 

As well as a series of videos that spotlight the region’s most famous sites, including Hegra and Elephant Rock, the campaign also features a short film created by French cinematographer Bruno Aveillan, offered in two different lengths and various languages.

Executive director at Royal Commission for AlUla (RCU), Melanie de Souza, said: “Forever Revitalising is not only about driving global awareness of a destination that, until recently, was relatively unknown to most travellers, but it is also about communicating the breadth and depth of the programmes and initiatives designed to create a better future for all those who live, work and visit our ancient oasis.”

She adds: “The campaign we hope will not only resonate with travellers but also support and engage our travel partners who are critical to curating the unparalleled experiences of our evolving tourism landscape.”

The focus of the campaign is to align with the AlUla Sustainability Charter which demonstrates the destination’s “commitment to integrating economic prosperity with the preservation of its natural and cultural heritage.”

As the city grows as a travel destination, its goals are to create 38,000 new jobs, contribute $32 billion to Saudi Arabia’s GDP and increase the population to 130,000 by 2035.