THE REAWAKENING

AL’ULA (PITCH)

BRIEF
AlUla is the world’s largest living museum, a secret yet to be discovered. Launch AlUla to the world and get people excited to visit.

INSIGHT
With more and more stresses in our everyday, travelling is the one thing that helps us break away from the hustle and a great way to reset. People want to feel a sense of discovery and embark on authentic journeys. AlUla is a sleeping giant that is ready to unlock it’s potential to insiders and outsiders.

IDEA
It’s the perfect blend of ancient treasures and contemporary thinking.This is the rediscovering, repurposing, reinvigorating, rejuvenating and reimagining of a region that is finally opening it doors to the world. Baring its soul to all those who step foot inside and leaving a lasting impact on all those who witness it.

We’ll play on the senses, sights and magic of AlUla, positioning it as the perfect place to reawaken because AlUla’s reawakening will be your reawakening too.

TEASE

AlUla isn’t just a holiday destination, it’s an experience destination. A place of mystery, intrigue and opportunity that delivers much more for the mind, body & soul. Our visual approach for AlUla will be an evolution not revolution, respecting the existing look & feel, but dialing up the contemporary luxury cues.

Everything from our type design, colour palette and photography choices were carefully considered to present Alula in a premium and sophisticated way, taking influence from modern art galleries and exclusive members clubs. The design direction captures AlUla modernity, opulence and intrigue.

DOOH & PRINT

Our hero posters bring to life the spiritual reawakening that the traveller will experience once in AlUla, opening their mind and soul to a place like no other. The media will run across our key cities and displayed inside Pudong and Heathrow airport, and premium travel publications & magazines destined for executive airport lounges.

ALULA X ULA

Reawakening the travellers spirit. Reawakening AlUla’s history.

Introducing Ula, the 2000 year old Nabatean girl brought back to life in digital form to become the spokeswoman for AlUla.

Teaming up with international archeologists and local historians, we will use data to predict and visualise what a young girl would have looked like, 2000 years ago when the Hegra Tombs were carved. Brought back to life using digital 3D render, she will help share AlUla’s rich ancient history with the world in a captivating and innovative way.

ALULA X JEFF KOONS

Reawakening the travellers artistic spirit. Reawakening AlUla’s culture.

ALULA X HERMES

Reawakening the travellers passions. Reawakening AlUla’s community.