Majed Altir

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 the ground up. Not join an existing structure. Create one. The challenge was not just operational, it was communicational: build credibility, attract stakeholders, and position a new entity in a market where no precedent exists.

Contributed to the strategic and operational establishment of the Saudi Arabian Ballooning Federation as a founding member. Developed the initial communication framework, stakeholder engagement approach, and institutional positioning strategy that defined the federation's identity from day one.

• Formal recognition for exceptional service, extraordinary effort, and dedication to the federation's establishment. Built the communication infrastructure that the federation continues to operate on. Demonstrated the ability to build institutional communication systems from zero.

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 most global audiences had never heard of.

Framed Desert X AlUla as a dialogue between art and landscape, not a transplanted Western concept. Built media narratives emphasizing the site-specific nature of the work, coordinated international press, and managed messaging across cultural, tourism, and government audiences.

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

Communication operating 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
• Strengthened AlUla's positioning among global investors and media
• A repeatable FII communication playbook used across 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 campaign across 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.

• 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.

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.

• • 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).