Watch: Saudi unveils 'The World's Masterpiece' in first destination campaign for AlUla

Saudi Arabia's 'heritage and culture centrepiece', AlUla, is the focus for a new destination brand campaign launched yesterday (10 January).

As the country further opens up following the launch of visitor visas for the first time in 2019, the destination, which includes Hegra – a UNESCO World Heritage Site – is set to be a prime focus for attracting tourism as soon as COVID restrictions on travel are lifted.

'The World's Masterpiece' campaign was developed by the Royal Commission for AlUla (RCU) with creative partner Leo Burnett, includes a film directed by cinematographer Bruno Aveillan and a suite of digital assets. Four Communications is handling PR.

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