AlUla Moments
Unlocking wonder
Event branding for AlUla’s must-visit destinations
Challenge
Nestled in the heart of Saudi Arabia, The Royal Commission for AlUla (RCU) was established to protect and safeguard AlUla, a region of outstanding natural and cultural significance in North-West Saudi Arabia. The RCU aims to curate alluring destinations that captivate both local enthusiasts and international travelers, invigorating tourism in the region. We were entrusted with crafting the destination’s event branding, positioning AlUla as a must-visit destination for travelers worldwide.
Insight
We discovered that the RCU’s events and activities catering to tourists possessed distinct identities yet lacked an identity with the essence of the parent brand. However, a common thread among these experiences was the shared goal of “Unlocking moments of wonder,” each presenting a distinctive facet of AlUla’s offerings.
Answer
Our brand extension introduced AlUla Moments, an aggregation of year-round events and festivals encompassing art, wellness, heritage, adventure, sports and music. With meticulous attention to detail, we simplified the architecture of these events and activities, ensuring a seamless integration with the overarching parent brand. This visionary concept elevated the benchmark for destination branding rooted in heritage and redefined the paradigm for crafting immersive experiences. AlUla Moments introduced a unique calendar of activities, each contributing to the collective goal of unlocking moments of wonder while showcasing the region’s diverse offerings.
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