A Journey Through Time

Hill+Knowton Strategies with Royal Commission for AlUla

How do you develop and implement a communications strategy when the KPIs have already been set? In March 2021, Hill+Knowlton Strategies (H+K) were appointed by the Royal Commission for AlUla (RCU) to navigate just that, for RCU’s most significant campaign to date. The launch of the “Journey Through Time” masterplan, with pre-committed KPIs, would tell the world how RCU will regenerate the cultural and natural landscape of AlUla responsibly and sustainably.

In under three weeks, H+K worked closely with RCU to develop and implement a fully integrated campaign reaching stakeholders worldwide,
across paid, earned, shared, and owned media (PESO). To make it possible to meet the early-set KPIs, our Data + Analytics team built a complex PESO performance dashboard powered by Artificial Intelligence and optimised by our specialists to deploy sophisticated real-time monitoring to track campaign performance and adapt wherever needed.