Brand: AlUla

Agency: Freeman

Event: 2019 WTM, ILTM, ATB and more

Project Overview

Freeman Agency approached Gravit8 to collaborate on an ambitious project to showcase AlUla at major global travel shows. Together, we set out to create an interactive and immersive exhibit that would captivate audiences and highlight AlUla’s unique allure.

AlUla, a jewel in the northwestern region of Saudi Arabia, is celebrated for its rich cultural heritage, stunning natural landscapes, and forward-thinking tourism initiatives. As a destination steeped in history yet poised on the cutting edge of cultural innovation, AlUla attracts global audiences eager to explore its wonders.

To captivate attendees at major travel shows, AlUla partnered with Gravit8 to deliver a whole suite of interactives that embodied the region’s blend of timeless heritage and modern appeal.

The Challenge

AlUla aimed to stand out at world-renowned travel exhibitions, including the World Travel Market, ILTM, and ATB Dubai. The objective was to create an engaging and immersive exhibition stand that:

• Communicated AlUla’s unique identity and offerings to a diverse audience.
• Provided an interactive experience to leave a lasting impression.
• Highlighted key attractions and cultural events, enticing potential visitors to explore AlUla in person.
• Seamlessly blended storytelling with cutting-edge technology.

The Solution

Solution

Gravit8 delivered a suite of innovative digital interactives that brought AlUla’s story to life including:

Object Recognition Table

A custom-designed table featured three objects, each unlocking unique multimedia experiences:

• Object 1: Introduction to AlUla

Including an introduction presentation, multiple videos and a gallery of stunning images

• Object 2: Experience AlUla

An immersive video showcasing AlUla’s experiences

• Object 3: Winter at Tantora Festival

A festival presentation, including festival announcement and ticket sales videos and a gallery of images displayed on the enormous LED banner.

 

Virtual Reality Experience

Visitors stepped into a full-scale virtual environment that showcased six distinct environments in AlUla, from majestic rock formations to vibrant cultural festivals. This VR journey offered attendees an unparalleled preview of what awaits them in AlUla.

 

LED Circular Banner Animation

An eye-catching cicrcular LED banner, towering above the stand, displayed a seamless blend of AlUla-provided video content and Gravit8’s custom created clips. This high-resolution display highlighted AlUla’s key attractions in stunning detail and pulled people onto the stand from afar.

 

Transparent OLED Animation

Leveraging 3D assets from the VR experience, Gravit8 created a stylised wireframe animation on a Transparent OLED (TOLED) screen. Key features included:

• Rocks, sand, and oases: Symbolizing AlUla’s natural beauty.
• Monumentality: Highlighting the iconic Maraya building.
• Authenticity: Showcasing hot air balloons over the desert.
• Heritage carved in rock: Featuring the ancient site of Hegra.
• Crossroads of civilization: A time-lapse of stargazing behind sand dunes.
• Cultural identity: Cultural markings reflective of AlUla’s history.