| Story | AlUla is the gem and pride of Saudi Arabia. It’s a UNESCO heritage site. People travel from all over the world and the Kingdom to immerse in its heritage. That also means that AlUla is perceived more as a cultural destination and less as a festival destination. To activate the festival season, and cut through the local and international competition, we needed to position festivals at AlUla to be as unique as AlUla is. The film is a magical symphony brought to life, orchestrated on a rendition of Beethoven’s Für Elise, specially recomposed to celebrate every unique emotion and sensation at AlUla. It follows a mysterious woman who finds a random piano at AlUla, she forgets about her friends and starts playing, random keys, that turn out to become a symphony. And that symphony continues across different places by different people. Taking the viewer through all the magical experiences of the festival. Results: 101,208,849 Impressions 34,003,359 Views 1,436,600 Clicks 829,517 Engagements Featured on more than 1443 media channels and publications Brand Awareness increased from 54% to 66% in KSA Brand Consideration from 33% to 44% in KSA Website data proved travelers were getting more interested in the destination |