Film showcases AlUla’s beauty and diversity

Film showcases AlUla’s beauty and diversity
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AlUla is targeting domestic tourists in what is hoped will be a year of travel recovery. (SPA)
Film showcases AlUla’s beauty and diversity
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The video shows a woman traveling to locations of the ancient civilizations of the Dadanites, Nabataeans and Romans. (Supplied)
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Updated 11 January 2021

Film showcases AlUla’s beauty and diversity

Film showcases AlUla’s beauty and diversity
  • Campaign includes a 90-minute film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets under the concept of “The World’s Masterpiece”
  • Video shows a woman travelling across AlUla – she visits Hegra, Elephant Rock, locations of the ancient civilizations of the Dadanites, Nabataeans, Romans and Maraya Concert Hall

JEDDAH: A new film depicting the beauty and enchanting landscape of AlUla is leading a campaign to attract more visitors to the area.  

Reopened to the public in October last year, AlUla has welcomed visitors again, targeting domestic tourists in what is hoped will be a year of travel recovery. The campaign is also aimed at deepening the Kingdom’s pride and affection for AlUla.

“We know Saudis love to travel and we hope this campaign will inspire many of them to appreciate a must-see destination, a world masterpiece, closer to home,” said Phillip Jones, chief destination management and marketing officer of the Royal Commission for AlUla (RCU).

The campaign, unveiled on Saturday, was developed by the RCU with creative partners Leo Burnett, including a 90-minute film directed by renowned cinematographer Bruno Aveillan and a suite of digital assets under the concept of “The World’s Masterpiece.”

The video shows a woman travelling to locations across AlUla. She visits lush palm tree groves, UNESCO World Heritage Sites, Hegra, Elephant Rock, the locations of the ancient civilizations of the Dadanites, Nabataeans and Romans, as well as the mirrored Maraya Concert Hall, home to many cultural events since its opening two years ago. 

HIGHLIGHT

The campaign aims to help achieve RCU’s visitor projections of 90,000 for 2021 and 130,000 for 2022.

“‘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 the pure and unspoilt beauty of the geological rock formations and landscapes sculpted by nature,” Jones said.

The campaign aims to help achieve RCU’s visitor projections of 90,000 for 2021 and 130,000 for 2022. While it is aimed at the domestic market, specifically three core audience segments that represent 64 percent of the regional affluent traveler market, Melanie de Souza, executive director marketing, RCU, expects that it will also have an international reach.

“The travel landscape has been irreversibly altered, but as travel slowly resumes, research tells us people will be looking for meaningful travel, vast open spaces and close-to-nature experiences. AlUla is well-positioned in the domestic market for all of those reasons and internationally as a new and significant boutique heritage and culture destination,” de Souza said.


Yazeed Al-Humied, head of Local Holdings Investments at the Saudi Public Investment Fund

Yazeed Al-Humied
Yazeed Al-Humied
Updated 35 min 14 sec ago

Yazeed Al-Humied, head of Local Holdings Investments at the Saudi Public Investment Fund

Yazeed Al-Humied

Yazeed Al-Humied is the newly appointed head of Local Holdings Investments at the Saudi Public Investment Fund (PIF).

From October 2016 until December 2020, he was the PIF’s chief of staff, managing the fund’s relationships and creating strategic partnerships locally and internationally.

He also managed internal institutional and investment projects to ensure they were completed on time and met quality standards and developed a governance model for PIF portfolio companies while monitoring their performance.

On top of his new role, Al-Humied will contribute to the PIF as a member of various permanent committees including those responsible for management, and portfolio company nomination.

In addition, he sits as chairman of the National Security Services Co., vice chairman of both the Samba Financial Group and the Saudi Stock Exchange (Tadawul), and is a board member of Saudia airline, the Saudi Civil Aviation Holding Co., and Saudi low-cost carrier flyadeal.

Al-Humied joined PIF as an adviser to the fund’s governor in 2015. In his one-year advisory role, he was responsible for the restructuring, strategy crafting, and posting of PIF’s reallocation to the Saudi Council of Economic and Development Affairs.

He started his career in 2004 with multinational professional services company PricewaterhouseCoopers and four years later joined the Capital Market Authority (CMA) where he headed mergers and acquisitions.

Al-Humied gained a bachelor’s degree in accounting from Riyadh’s King Saud University in 2004 and he is also an alumnus of the London Business School’s corporate finance modular program.