One of the most exciting new tourist destinations in the world 

The Royal Commission for AlUla (RCU) is a commission established to preserve and develop the UNESCO protected, historical site of AlUla. As the jewel in Saudi Arabia’s Vision 2030 plan, Deloitte and ACNE were selected as their Global Agency of Record and tasked with putting AlUla on map of “must-visit” destinations. 

As their lead brand partner, we were tasked with creating and executing RCU’s needs across brand, strategy, creative, digital design, content and execution.

We created new brand identities across the AlUla portfolio

Branding projects including: Maraya, a stunning music hall and the world’s biggest mirrored building, AlUla Tour, one of the world’s most prestigious cycling events, and collaborated with LeBron James to create a co-owned E1 Boat Racing team – Team AlUla championed by LeBron James.

From strategy to concepting and execution, across all of RCU’s touchpoints 

We created and built an always-on content team to produce over 3000 premium content assets annually for AlUla’s event calendar brand – AlUla Moments.

Full-service agency team integrated into Deloitte Digital across 4 timezones 

We built out and implemented entire brand strategy plans across all areas of RCU’s ecosystem, from sports to nature, arts to culture. 

We built and supported the full digital experience across app, website and on-ground activation.