OUR BRAND POSITIONING AND PLATFORM
Forever Revitalising, as a brand positioning, is our north star.
Forever Revitalising, as a brand positioning, is our north star.
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’
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
A promise to travellers that AlUla forever revitalises and in all ways.
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.
A lasting commitment to enriching the lives of our broader AlUla community and residents
An invitation for the investors with shared values to deliver against this promise.
A call to action to be part of this essential legacy for AlUla and the Kingdom of Saudi Arabia
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 Reserve projects are wonderful proof of AlUla’s positioning as it’s about revitalising the native ecosystem and aiming to reintroduce Arabian leopards.
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
With the community as the core beneficiary of AlUla’s development through Scholarship programmes, Agricultural programmes, Madrast Adeera etc
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.
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.
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.
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
• USA
GCC
• KSA
• UAE
• QATAR
APAC
• CHINA
• INDIA
• AUSTRALIA
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%
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.