Contineo Marketing facilitated collaborations between the Royal Commission for AlUla (RCU) and relevant government entities for the “AlUla, Wonder of Arabia” (AWOA) exhibition in 2024, at the Palace Museum in Beijing, China. From the grand opening ceremony to exclusive VIP visits, Contineo Marketing orchestrated a series of high-profile events, and generated widespread buzz and acclaim through strategic communication campaigns. Press releases, media previews, and social media activations resulted in 666 coverages, attracting a footfall of more than 300,000 and received a three-week extension. Through Contineo Marketing’s expertise in promoting cross-cultural exchange and cooperation, AWOA exhibition showcased AlUla's cultural treasures to a diverse audience in China, and setting a milestone for cultural diplomacy.