ALULA—Forever Revitalising

It’s not often one has the chance to launch an entire region to the world, for the first time. AlUla, in North Western Saudi Arabia, had been closed to travellers for centuries. Our task was to invite the world to discover its rich, 7000 year old cultural heritage, and new wonders. A project with challenges many and varied, we focussed on the one thing AlUla has given the world for millennia. An oasis that has drawn entire civilisations to seek refuge and rejuvenation, and in turn, leave ‘Forever Revitalised’.

Working with the Deloitte global network our team in Melbourne launched the ‘Forever Revitalising’ platform in 17 markets and six languages across TV, print, OOH, cinema, digital, social, PR and experiential. Far too many elements to include here, so I’ll just stick with the film.