Four successfully delivered the Royal Commission for AlUla’s first broadcast opportunity in the UK market on SKY TV. Our approach adopted a culturally sensitive mind-set, through both our activity and our messaging. We strived to amplify the voices of locals to allow them to share their real Saudi Arabia, and to dispel misunderstandings of what the lived experience is for women in AlUla.
We hosted Alex Outhwaite, an award-winning travel TV Presenter and content creator, and a two person film crew in AlUla in September 2022, finally bringing together months of planning and preparation. Over the course of the week, Alex delved into all aspects of local life. We were able to coordinate numerous meetings, experiences and visits for Alex to locations run or managed by women. These included a women-run Moringa oil factory (where local female scientists manage and run a factory that supplies beauty and food products to local businesses), a sit down with a female entrepreneur running local travel tours, wellness practitioners, Saudi female yogis and shop owners, to highlight a few.
Alex’s two-part episodes went live on SKY TV in May 2023, and were quickly picked up by other European distributers, including ONS in the Netherlands. The potential reach so far is over 5,000,000 and counting, recently winning ‘Broadcast Programme of the Year’ in April 2024 at the Travmedia Awards.
