AlUla – The World’s Masterpiece

The first-ever destination brand campaign for AlUla, the heritage and culture centerpiece of Saudi Arabia, was unveiled today.
The campaign, developed by the Royal Commission for AlUla (RCU) with creative partners Leo Burnett, includes a 90” film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets under the concept of The World’s Masterpiece.
In what is hoped will be a year of travel recovery, AlUla’s new brand campaign is targeting domestic travelers and aimed at deepening the Kingdom’s pride and affection for AlUla as well as ultimately increasing intention to visit.
‘The World’s Masterpiece is a play on both the skillful artistry of ancient civilizations who carved elaborate artworks into the rocky outcrops, as well as…


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