RCU, Saudia seal partnership for domestic campaign

January 27, 2021

JEDDAH — The Royal Commission for AlUla (RCU) and the national flag carrier of Saudi Arabia, Saudia, have signed a SR4 million memorandum of understanding (MoU) which includes joint marketing and promotional activity to ensure AlUla is top of mind as a year-round destination for Saudi residents in 2021.

The MoU was officiated by Melanie De Souza, executive director Destination Marketing, RCU and Hazim Sonbol, VP sales, Saudia, at Jeddah headquarters.

The partnership activity commenced on Jan. 26, 2021, and coincides with AlUla’s first-ever destination brand campaign, The World’s Masterpiece, which also launched on Jan. 10 and runs through to April targeted at KSA and GCC markets.

Saudia is the only air carrier providing scheduled services to AlUla. Currently the airline offers eight-times-weekly flights from: Jeddah, Dammam and Riyadh (nonstop and direct from each destination):

• Riyadh (4-times-weekly) on Wednesdays, Thursdays, Fridays and Saturdays.

• Dammam (2-times-weekly) on Thursdays and Saturdays.

• Jeddah (2-times-weekly) on Thursdays and Saturdays.

The flights are already available for purchase either stand-alone or all-inclusive packages with air tickets, accommodation, transportation, and tours available for booking at

Activity includes co-branded outdoor and digital marketing in Jeddah, Riyadh and Dammam, in-flight entertainment, promotions through Saudia’s Alfursan loyalty program, airport and ticket office branding, promotion of AlUla packages through Saudia Holidays.

De Souza said she is delighted to be working with the national carrier on AlUla’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 AlUla 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 very 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 AlUla 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.

Saudia Vice President Passenger Sales Sonbol said, ‘It’s a great moment marking the beginning of partnership with The Royal Commission for AlUla to position AlUla as a historical and cultural destination within the Kingdom which is a milestone towards achieving Vision 2030.”

AlUla packages will be available for booking with Saudia Holidays from Jan. 24 and include a choice of one, two or three nights. For all other information and bookings, including access to heritage sites and adventure experiences, please go to — SG

January 27, 2021
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