The Royal Commission for Al Ula (RCU) and the national flag carrier of Saudi Arabia, Saudia, have signed a SAR4 million memorandum of understanding (MOU) which includes joint marketing and promotional activity to ensure Al Ula is a year-round destination for Saudi residents in 2021.
The partnership activity commenced on 26 January 2021. It coincides with Al Ula’s first-ever destination brand campaign, The World’s Masterpiece, which launched on 10 January and runs through to April. It is targeted at Saudi and GCC markets.
Saudia is the only air carrier providing scheduled services to Al Ula. Currently the airline offers eight-times-weekly flights from: Jeddah, Dammam, and Riyadh (nonstop and direct from each destination).
The flights are already available for purchase either stand-alone or all-inclusive packages with air tickets, accommodation, transportation, and tours.
Activity includes co-branded outdoor and digital marketing in Jeddah, Riyadh and Dammam, in-flight entertainment, promotions through Saudia’s Alfursan loyalty programme, airport and ticket office branding, promotion of Al Ula packages through Saudia Holidays.
Melanie de Souza, Executive Director Marketing, RCU said she is delighted to be working with the national carrier on Al Ula’s first domestic campaign and expects this is the first of many great campaigns together, especially following the recent GACA announcement that international flights to and from the Kingdom will resume in March.
“Saudia is a key partner for Al Ula as we open the destination for first domestic and then international tourism when flights resume. The World’s Masterpiece is a brand campaign targeting our vital Saudi market and we’ve had incredibly positive feedback so far,” said de Souza.
While phase one of the campaign is about winning the hearts and minds of Saudi audiences, de Souza says the next phase will be more tactical.
“We need to establish Al Ula as a destination that is open all year round with our heritage sites and select adventure and nature activity being available through summer and spring. With Saudia’s partnership and support we will communicate this through a multi-channel program,” said de Souza.