AlUla Photo Exhibit

Challenge

Martinengo Communication produced the outdoor exhibition “AlUla, Journey Through Time” for the Royal Commission for AlUla. It was first exhibited in Milan and Rome then, following to the success of these exhibitions, it was showcased in Lugano/Italian speaking Switzerland, Berlin/Germany, Paris and Deauville/France.

The challenge was to position the destination in consumers’ mind as a top, unique destination rich in culture, history and heritage.
Main landmark of Saudi Arabia with a deep cultural soul
Increase the awareness in Italy exactly during Covid-19 time.

Tactics

In the worst period ever, when museums were closed and culture was not accessible, we decided to bring a piece of unknown history to the streets of main Italian cities. We built up the exhibit from the beginning, adding some immersive contents as well.
Realization the exhibition selecting pictures took by Robert Polidori and collecting all information to create caption of each picture
Realization of QR Codes linked to video contents made for us by the Italian Professor Romolo Loreto the most expert in Saudi archeology
Partnership with Milan City Council where the exhibit was placed for 2 months and with Saudi Arabia Embassy here in Italy
Partnership with Rome city Council here the exhibit was placed for 3 weeks and with Saudi Arabia Embassy here in Italy
Partnership with Lugano City Council and LongLake Festival Lugano (Italian Speaking Switzerland) here the exhibit was placed for 1 month