ALULA
DRIVING AWARENESS OF SAUDI'S HIDDEN GEM
Driving discovery - utilising the Team AlUla E1 Racing team to tell the story of AlUla to the world.
THE BRIEF
As Team AlUla joined the electric-powered E1 Series, the Royal Commission for AlUla partnered with AND THE NEW to craft a content campaign that extended far beyond the racetrack. Our mission was to use the global attention of the sport to introduce AlUla to a new kind of traveller—one captivated by culture, adventure, and stories that connect past and future.
Filming on location across AlUla’s most iconic and sacred sites—from the ancient tombs of Hegra to the living heritage of Old Town and the breathtaking Sharaan landscape—we embedded Team AlUla within the story of the place itself. With a tourism-first lens, we highlighted AlUla’s rich history, vibrant present, and its ambitions as a modern destination, all while weaving in the energy and innovation of the E1 team.
Our final suite of films served as cinematic invitations—balancing poetic visuals with narrative storytelling to celebrate AlUla’s cultural depth while using the power of sport to reach global audiences. With each piece, we showed that AlUla isn’t just a host city—it’s a world-class destination ready to be explored.
We turned a sports sponsorship into a cinematic storytelling platform positioning AlUla as a must-visit destination through the global spotlight of the E1 Series.
AND THE NEW, Shoreditch Exchange, Gorsuch Place, London, E2 8JF
