MajedAltir

A communication strategy that connects national identity with genuine civic emotion at institutional scale — across every government entity, media channel, and public touchpoint simultaneously — without becoming another repetitive annual exercise

Led the communication planning and strategic coordination for one of the largest national identity campaigns in Saudi Arabia. Designed the messaging architecture, aligned institutional stakeholders across multiple government bodies, and orchestrated multi-channel activation spanning broadcast, digital, outdoor, and event platforms

• Nationwide unified messaging across all government communication channels. One of the most recognized National Day campaigns in recent years. Strengthened the communication infrastructure that subsequent National Day editions would build on

Launch a brand-new global investment forum, hosted in Riyadh for the first time, with no prior reputation to lean on. The communication had to introduce the event to the world's leading investors and media, present Saudi Arabia as a serious destination for global capital, and carry the Vision 2030 message onto a major international stage, all under heavy scrutiny and high expectations

Led the government communication for the first edition of the forum in October 2017. Set a clear official message across the participating government entities, managed local and international media, organized spokesperson appearances, and delivered content in real time across television, digital, and print throughout the three days of the event

• A strong debut that put Riyadh on the map as a global gathering for investment. Wide international coverage that introduced the forum and the ambition behind it. And a communication base that the following editions were built on

Communicate one of the most globally scrutinized social reforms in Saudi Arabia's modern history, enabling women to drive, from the royal announcement through to implementation. The communication had to manage intense international attention, counter misinformation, align messaging across dozens of government entities, and frame the decision as a natural step within Saudi Vision 2030

Led the government communication strategy across the full timeline, from the September 2017 royal decree to implementation on 24 June 2018. Built a unified messaging framework spanning the relevant government bodies, coordinated spokesperson messaging, managed relations with local and international press, and delivered synchronized content across broadcast, digital, and print through the announcement, preparation, and enforcement phases.

• Unified institutional messaging across every government touchpoint during a high-scrutiny reform. Positioned the decision firmly within the Vision 2030 narrative of social and economic development. Managed a smooth communication transition from announcement to enforcement, with sustained positive global coverage. Established a communication model later drawn on for landmark national reforms

Launch a local academy dedicated to developing AlUla's community talent in tourism, hospitality, and cultural management. The communication needed to build local trust and enrollment while signaling to national and international audiences that AlUla is investing in its own people as seriously as it invests in its landmarks

Led the communication strategy for Elaa Academy's positioning and launch. Designed messaging that spoke directly to the local community in AlUla while maintaining the institutional quality expected by RCU and national stakeholders. Managed outreach across community channels, social media, local media, and government communication platforms

• Strong local enrollment and community engagement from launch. Positioned Elaa Academy as proof that AlUla's transformation includes its residents, not just its visitors. Created a replicable communication model for community-facing institutional programs

Communicate the launch of a campus by one of the world's most prestigious culinary and hospitality institutions in a destination known for heritage, not hospitality education. The narrative had to live up to the French institution's global reputation while making sense within AlUla's cultural and economic development story

Developed the communication strategy that positioned FERRANDI Campus AlUla as a natural extension of AlUla's commitment to building world-class human capital. Built messaging that connected French culinary excellence with Saudi Arabia's growing hospitality sector and Vision 2030 tourism objectives. Coordinated communication across French and Saudi media, educational channels, and government stakeholders

• Successful launch positioning with coverage across hospitality, education, and business media. Reinforced AlUla's narrative as a destination that invests in people, not just infrastructure. Strengthened the institutional partnership narrative between Saudi Arabia and France

Bring the global archaeology community to AlUla and position the destination as a serious contributor to international heritage discourse, not just a tourism attraction. The communication had to speak credibly to academics, researchers, and institutional archaeologists while remaining accessible to broader media and public audiences

Led the communication strategy that bridged academic credibility with public storytelling. Developed messaging frameworks that honored the scholarly nature of the summit while making AlUla's archaeological significance compelling for non-specialist audiences. Coordinated press engagement with international academic media, heritage publications, and mainstream outlets simultaneously

• Global coverage positioning AlUla as a legitimate center for archaeological research and heritage preservation. Strengthened relationships with international academic institutions and UNESCO-affiliated bodies. Created a communication model for future knowledge-driven events

Introduce a world-class equestrian polo event in a desert landscape with no prior association with the sport. Position AlUla as a credible host for luxury sporting events that attract international audiences, players, and media, while reinforcing the destination's premium identity

Developed the communication strategy that positioned AlUla Desert Polo as more than a sporting event, framing it as a convergence of heritage, luxury, and global sportsmanship set against one of the world's most dramatic natural backdrops. Managed media engagement across sports, lifestyle, and travel verticals. Coordinated stakeholder messaging for sponsors, participants, and government entities

• Successful inaugural edition with international media coverage across sports and luxury lifestyle outlets. Positioned AlUla within the global polo circuit conversation. Created a communication framework designed for annual scalability

Build a new sports federation from nothing. Not join an existing structure, but create one. The challenge was not only operational, it was about communication and brand: establish credibility, attract stakeholders, give the federation a clear identity, and position a new entity in a market with no precedent

Was part of building the federation from the ground up. Contributed to its operational establishment, and led the communication and marketing strategy along with the brand strategy. Developed and launched the federation's new visual identity in collaboration with AlUla creative and designer Shafa Al-Balawi. Set the initial communication framework and stakeholder engagement approach that defined the federation's identity from day one

• A complete identity and communication foundation the federation still operates on today. Formal recognition for the contribution to establishing the federation. And a full brand and communication system built from zero, with a visual identity rooted in local talent from AlUla

Communicate Saudi Arabia's environmental commitments with absolute precision. Position AlUla's conservation and sustainability efforts within the broader SGI narrative without oversimplifying the science or undermining the national commitment

Developed the communication strategy for AlUla's participation in the Saudi Green Initiative across multiple editions. Built messaging frameworks that translated environmental data into public narratives, coordinated with national SGI communication teams, and managed media engagement across local and international outlets

• Consistent, accurate environmental messaging across all SGI touchpoints. Positioned AlUla as a flagship example of Vision 2030 sustainability commitments. Created communication templates adopted for future environmental campaigns

Position a contemporary art exhibition in the middle of a desert as a globally credible cultural event, not a novelty. Bridge the gap between the international art world's expectations and a destination that most global audiences had never heard of.

Developed the communication strategy that framed Desert X AlUla as a dialogue between art and landscape, not a transplanted Western concept. Built media narratives that emphasized the site-specific nature of the work, coordinated international press engagement, and managed stakeholder messaging across cultural, tourism, and government audiences

• Global media coverage positioning AlUla as a serious cultural destination. Established Desert X AlUla as a recurring international art event. Created a communication blueprint reused across subsequent editions

Communication that could operate at the intersection of sovereign narrative, investment positioning, and cultural destination marketing within the world's most high-profile investment forum, where every stakeholder is a VIP and every message is scrutinized

Led the communication strategy for AlUla's presence across multiple FII editions. Designed the narrative architecture that positioned AlUla as both a cultural destination and an investment opportunity, managing real-time content and press engagement throughout the forum.

• Formal recognition from RCU for outstanding dedication and creative contribution. Strengthened AlUla's positioning among global investors and media. Built a repeatable FII communication playbook used across subsequent editions

A comprehensive communication strategy to manage media coverage and public messaging during one of the world's largest annual gatherings, where misinformation spreads faster than official statements and every message carries religious and institutional weight

Developed and executed an integrated communication and media campaign covering pre-season, live-season, and post-season phases. Built a media operations framework, coordinated spokesperson messaging, managed press relations, and delivered real-time content across broadcast, digital, and print channels

• Best Campaign in Saudi Arabia award. Established a replicable communication framework for future Hajj seasons. Unified institutional messaging across all media touchpoints during peak operational pressure.
• ★ Best Campaign in Saudi Arabia — Hajj Season Communication & Media Campaign 2018 (Custodian of the Two Holy Mosques Institute for Hajj and Umrah Research).

The Arabian leopard, one of the world's most endangered big cats, needed more than a conservation program. It needed a narrative that could mobilize public awareness, attract international attention, and position AlUla as a global leader in species preservation — all without oversimplifying the science or overpromising the outcomes

Led the communication strategy across the Arabian Leopard Fund, Arabian Leopard Day, and the Hemayah Conservation Program. Designed a multi-channel narrative architecture that connected scientific credibility with emotional storytelling. Coordinated messaging across government stakeholders, international conservation bodies, and public-facing media

• Three international awards from a single conservation narrative, strengthening AlUla's global standing in species preservation
• • MEPRA Gold — Best Integrated Campaign (Arabian Leopard Day 2022).
• • MEPRA Gold — Best Campaign in Saudi Arabia (Arabian Leopard Conservation 2022).
• • MEPRA Silver — Best Use of Content (Arabian Leopard Day Campaign 2022).