The challenge was to position the city of AlUla and the UNESCO site of Hegra in the minds of Italians as top destinations in Saudi Arabia, rich in culture, history and heritage. There was a need to position AlUla and Hegra as the main landmarks in Saudi Arabia, on the Italian market. Any event or activity would need to be carried out in line with COVID-19 guidance.
An exhibition of incredible photos taken by Robert Polidori was created, which captured the essence of AlUla and Hegra. QR codes were provided which linked to video content by Italian Professor Romolo Loreto, a renowned expert in Saudi archaeology. A partnership with Milan City Council enabled the exhibition to be shown in Milan for 2 months, and with Rome City Council for a display in Rome for 3 weeks. Working with Lugano City Council and LongLake Festival Lugano in Italian speaking Switzerland enabled the exhibition to be shown there for 1 month. The exhibit was also shown in Berlin, Paris and Deauville adapting it to different languages and videos via QR codes.
In Italy the results were:-
Value Articles – 75
PR Value – E883,137
Reach – 251,161,300
QR Codes Scanned – 2,725
Estimated no. of people who saw the exhibition – 11,003,600