Appointed to launch AlUla as a leisure destination for the first time in the UK and Nordic market in 2020 Four was charged with challenging preconceptions including gender equality, green-washing and comments about human rights and enhancing tourism. Initiatives to raise awareness of this stunning heritage destination included addressing narratives head on by working with high profile KOLs, hosting TV shows, securing media features, and organising immersive events. These activities have led to significant media coverage and increasing commitments from major media outlets to visit AlUla. The destination is also now featured by over 50 UK tour operators with a defined premium and cultural focus.
