Story
AlUla is a key tourism destination for Saudi Arabia as part of the Vision 2030 plan to make KSA “the heart of the Arab and Islamic worlds, an investment powerhouse and a hub connecting three continents.”
This includes diversifying the economy bringing tourism to the fore.
The aim for AlUla is to attract affluent tourists and premium hospitality/tourism brands to the region. To achieve that, the theme of ‘innovation’ needed to be far more integrated into internal and external storytelling and values. But was, as yet, almost entirely absent.
Elements connected
I created a storytelling tool kit that could be used to educate, inspire and connect internal teams as well as provide a creative platform for external-facing creative comms.
To do this, I used a mix of historical research, stakeholder interviews (designed and conducted by me) across government, management, agency and partner institutions in hospitality, events, archaeology and museology.
From that I created the comms JTBD, the underpinning narrative and the creative guidelines for all teams to use.
Outcomes
- The new place brand narrative was rolled out internally and into external-facing comms.
- A series of new videos were created based upon the premise.
- The place brand management team had a new platform to transform both their trade and consumer marketing strategies, with the theme of innovation at the heart of everything.
GET IN TOUCH:
matthewjpink@gmail.com
