Visionary realms

Showcasing AlUla's allure through striking visuals and elegant narrative, and blending ancient heritage with modern culture and innovation

In partnership with AlUla

Year

2024

Client Brief

The Royal Commission of AlUla's goal was to effectively and sensitively showcase its regeneration efforts, and to capture the hearts and minds of its audience in a trusted media environment, addressing themes of rural development, sustainable tourism and global heritage via detailed storytelling and captivating visuals.

Credits

Writer: Jackie Hunter
Photographer: Hayat Osamah
Illustrator: Paula Castro

Credits

Writer: Jackie Hunter
Photographer: Hayat Osamah
Illustrator: Paula Castro

Our approach

The campaign depicted AlUla's regeneration through atmospheric, visually led content rooted in cultural authenticity, weaving in local voices to suggest compelling encounters. The narrative brought out AlUla’s harmonious blend of tradition and modernity, using striking photography and elegant typography to convey its allure. The story unfolded across three waves of Partner Content on a bespoke FT.com hub: an immersive article exploring heritage and future development, and two photo essays focusing on tourism training and archaeological discovery.