The ancient oasis city of AlUla unveils new global brand platform via Deloitte Digital Australia
Deloitte Digital has unveiled the global brand idea – Forever Revitalising – on behalf of the Royal Commission for AlUla (RCU) in the Kingdom of Saudi Arabia, bringing it to life through all digital and physical touchpoints, communications and the entire visitor experience.
This global launch signifies more than a new brand in luxury travel, and goes well beyond advertising. It brings to life a vision that balances 7,000 years of AlUla’s cultural, agricultural and artistic heritage, with the holistic curation of sustainable, high-end travel experiences, while preserving local customs, flora and fauna.
Says Matt Lawson, chief creative officer at Deloitte Digital Australia: “Inviting the world, for the first time, to share in the Forever Revitalising story of AlUla is a profound cultural opportunity. We are privileged to help creatively shape a destination with such historical significance, and we recognise the responsibility that comes with it.”
Says Melanie De Souza, executive director, RCU: “Forever Revitalising seeks to deliver a differentiated destination positioning for AlUla premised on our brand purpose. We see ourselves as custodians of AlUla’s rich cultural and natural heritage and seek to curate authentic transformational experiences that are in line with our charter which is premised on sustainability. As the campaign is now live we invite audiences everywhere to join us in celebrating AlUla’s rich cultural heritage and consider AlUla as their next travel destination.”
Launching in nine global markets in six languages, the Deloitte Digital team has harnessed rich insights in each market to ensure that every facet of the strategy, creative, user journey, and tourism experience remains true to the brand’s purposefulness agenda, to help AlUla revitalise, always in all ways. The tight integration of Deloitte’s creative and technology disciplines has helped deliver brand experiences across markets, and channels, including a re-platformed mobile app and website.
Says Sam Roddick, chief strategy officer at Deloitte Consulting: “At a time when the world is seeking new stories of inspiration and unforgettable experiences, we are proud to collaborate with RCU across brand, strategy, digital product and consumer activation to craft a truly authentic message about this extraordinary destination.
“Forever Revitalising has been a journey of nearly two years with an integrated Deloitte team bringing the best of agency and consultancy across a spectrum of capabilities including strategists, digital designers, creatives, content experts, technologists, and producers – from strategic inception through to creative ideation and delivery.”
Visit the website: https://www.experiencealula.com/en
Client: The Royal Commission for AlUla
Creative: Deloitte Digital
Production
Brand Director, DOP & Photographer: Bruno Aveillan
Co – Production Companies: Sedona Productions and Quad
Managing Director / Executive Producer: Kim Wildenburg
Executive Producer: Martin Coulais
Producer Brand & Pillar: Claudia Traeger
Stylist: Bashar Assaf
Art Director: Deimes Kabalan
Pillar Director & DOP: Mathieu Spadaro
Pillar Line Producer: Helen Morahan
Production Facilitation: Two Tales
Line Producers: Farah Assaf and Sami Joe
Post Production
Brand Film: Fix Studio
Editor: Thanh Long Bach
Colourist: Bertrand Duval
Flame Artists: Eric Alcuvilla and Aymeric Rochas
Post Production manager: Nataly Aveillan
Pillar Films: The Editors
Editor: Ryan Boucher
Post Executive Producer: Charlotte Griffiths
Pillar Photography: Roman Königshofer
Music
Audio Production House: AOC – Attention O Chiens
Composer: Fran Soto
Orchestrated and arranged by Samuel Leloup & Fabrice Smadja
Music producer/ A&R: Fabrice Smadja