2024 MEPRA Awards Winner
Gold Winner
Best Campaign in Saudi Arabia
Best Use of Influencer or Brand Ambassador
Best Government Communications & Public Affairs Campaign
Bronze winner
Best Use of Visual Communication
Submitted by
Burson with The Royal Commission for AlUla (RCU) Destination Marketing Management Office (DMMO)
About the Campaign
Burson and the Royal Commission for AlUla (RCU) collaborated with landscape artist David Popa for a vanishing artwork at Hegra. The artwork employed craft with a literally granular level of attention to detail. The project could have only been executed by a uniquely talented landscape artist such as David Popa, who possesses vast experience in this specialised format incorporating sustainable practices which worked in harmony with nature. Weeks of careful labour brought us from concept to sketches to groundwork to completion. Drones enabled a bird’s-eye view of the work in progress, so that corrections could be made immediately.
This was a rare case where the medium was truly the message.
Presented by
Siobhan Graham, Regional Director – Destination Marketing at Burson
Siobhan is an experienced Regional Director with a strong track record in developing and implementing creative and strategic campaigns that meet communications and business objectives. Siobhan currently leads key destination remits with a focus on corporate reputation and destination marketing.
Siobhan has over 10 years’ experience in PR & communications, with a focus on reputation management, brand communications and expertise with destination and tourism remits. Joining Burson In 2016, as part the Corporate & Brand practice, Siobhan has an extensive background in corporate and brand communications, helping clients develop robust communication strategies to protect and enhance reputation, while activating creative brand campaigns.
In recent years, Siobhan has worked for several key tourism and destination projects in the Kingdom of Saudi Arabia, from giga-projects AMAALA to the Royal Commission for AlUla, helping to shape the overall strategic approach, messaging and narrative to ideation and delivery of award-winning international campaigns. During her career, Siobhan has worked across a broad range of sectors including tourism, hospitality, F&B, technology, sports, and financial services working with high-profile brands including Nespresso, Visa, Mastercard, FIFA, Coca-Cola, The Sochi 2014 Organising Committee, and Expo 2020 Dubai.
Prior to joining Burson, Siobhan worked at a leading global public relations firm in its Corporate, Financial and Public Affairs division in London. Siobhan graduated from the University of Southampton with a degree in History.
Farah AlBeaini, Account Director at Burson
Farah is an Account Director at Burson (formerly Hill & Knowlton), operating within the corporate and brand practice, offering strategic consultation and crafting integrated creative campaigns for diverse clients.
Farah, appointed as an Account Director at Burson in 2022, specializes in strategic communication advisory and public affairs, contributing significantly to brands such as Visa, Dubai Holding Asset Management, and the Royal Commission for AlUla.
With a background in financial consultancy, she excels in strategy, integrated campaigning, and stakeholder management, having previously handled campaigns for prestigious clients like WHO, UNICEF, UNDP, UNHCR, and Procter & Gamble, earning accolades such as Cannes Lions, One Show, D&AD, Effies, and Dubai Lynx.
A dedicated advocate for impactful campaigns, Farah’s work extends to award-winning initiatives that drive tangible change within communities and institutions. Additionally, she shares her insights as a contributing writer for Annahar and Raseef 22, covering pertinent social topics. Holding Bachelor’s degrees in Business
Administration and Media Studies/Journalism, she brings a multifaceted approach to her professional endeavors.
Location
This is a virtual session hosted on Zoom
Date & Timings
Wednesday 4th June 2025 12:30 PM – 1:15 PM GST