Contineo Marketing strategically identified and facilitated collaboration between the Royal Commission for AlUla (RCU) and the prominent Chinese travel reality show Diva Hits the Road in late 2023, resulted in over 220 minutes of impactful AlUla content, representing a significant milestone in showcasing AlUla’s diverse travel experiences to Chinese audience. The AlUla related episodes accumulated an impressive 550 million views across online platforms and reached a total fan base of 1.3 billion through the seven celebrities who visited the destination during the show. Additionally, noteworthy engagement was achieved, with over 29 million impressions garnered through AlUla's owned media platforms, managed by Contineo Marketing.This initiative elevated awareness and attractiveness of the destination to a new level.