Skift Take
It may not feature a footballer, but AlUla hopes its new global brand campaign will drive international visits.
Saudi Arabia has launched a global brand campaign for its cultural tourism site AlUla, home to ancient ruins and a growing list of luxury hotels. The "Forever Revitalising" campaign has been produced in six languages with events in Dubai, London, New York, Paris, Shanghai, and Mumbai.
Unlike other recent pushes from Saudi's many tourism destinations, the AlUla campaign doesn't rely on an international celebrity, such as Lionel Messi or Will Smith. Rather, it is a stripped-back video showing natural locations and interac