AlUla | Khaybar and Tayma
Unveiling the mysteries of ancient Arabia
Destination branding following the Incense Road
Challenge
The Royal Commission for AlUla (RCU) tasked us with revitalizing the ancient cities of Tayma and Khaybar, transforming them into captivating local and global travel destinations. Our mission was to build upon their newly established tourism ecosystem alongside strengthening the AlUla brand.
Insight
Amidst the remnants of ancient civilizations, each destination revealed a distinct glimpse into early Arabic heritage. However, our research uncovered a captivating revelation: the historic link known as the Incense Road. This ancient trade route connected Khaybar, Tayma and AlUla, forming a vital intersection of commerce and culture.
Previously, explorers had traversed regularly between these three locales, each situated near significant landmarks of their time. Aptly referred to by locals as The Three Oases of North-West Arabia, these destinations were not only centers of sustenance but also hubs of exchange, where goods, ideas and stories flowed freely.
Each destination offers a unique window into the past, inviting travelers to unravel the mysteries of ancient Arabia.
Answer
Expanding upon the narrative of The Three Oases, we developed two distinct brands for Tayma and Khaybar. Our focus was on accentuating their unique attributes and intertwined narrative, centered around the significance of water along the incense road while still upholding a tangible connection to the overarching AlUla brand. The outcome was a harmonious trilogy, where each destination unveiled hidden gems designed to captivate visitors from around the globe.
*Video content featured in the case study is the property of AlUla
found in each oases inform the visual identity.
For Khaybar, we focused
on its striking dualities in landscapes.
Saudi Arabia's largest volcanic fields and Harran type carvings found in the area.
spent the final ten years of his rule here. The well depicts the value
of water to its inhabitants.
captivating audiences through compelling design elements.
