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Name a Rock
Client: Royal Commission for AlUla
Sector:
Duration: 5 Months
Industry: Culture, Tourism
Overview
Challenge
To create a sense of pride and belongingness in Saudi Arabia among the local community through community engagement and participation.
Outcome
Hundreds of people participated in the competition, and thousands more wanted to witness the final event. Over 300 unique formations in the deserts of Saudi Arabia were discovered and can now be visited as tourist sites.
Impact
The submission of more than 1,770 photos and discovery of 394 new rock formations expanded the planned development of one of the most popular tourist destinations in Saudi Arabia. Locals take pride in the beauty of their country — even more so now that they have discovered and named certain tourist attractions.
Context
When a country promotes its tourist sites, it is not only doing so for the benefit of travelers or the economy, but also to show pride in the beauty of its nation. Up until 2016 when Saudi Arabia's Vision 2030 came into play, tourism in the Kingdom was minimal — most visitors came solely to perform pilgrimage.
In an attempt to hit 100 million visitors by 2030, Saudi Arabia set an investment goal of $810 billion for the expansion and promotion of tourism, culture, and entertainment. In 2017, it had already allocated $2.64 billion for six different initiatives, and finally released its tourist visas in 2019 — issuing over 400,000 in the first six months alone.
The fulfillment of Vision 2030's tourism plan falls not only on the shoulders of the government but the locals as well — after all, this is all being done just as much for the locals as for the country as a whole.
TAM's Approach
Saudi Arabia's Royal Commission for AlUla enlisted TAM's services to implement a project that would make locals and city visitors feel their true value to the country. The competition, dubbed 'Name a Rock' (عيّن حجرة), was launched in 2018 to promote the ancient city of AlUla and create a sense of pride, ownership, and belongingness among participants.
Launch & Digital Campaign
The competition was announced through a bilingual tweet (English and Arabic) from the Royal Commission for AlUla's Twitter account, followed by multi-platform social media promotions and traditional and online media coverage. Twitter alone garnered a reach of over 40 million — six million more than the total Saudi population.
On-Ground Engagement
Beyond digital tactics, TAM set up a dedicated booth during the AlUla Dates Festival — obtaining hundreds of submissions — and placed street stands in multiple locations to actively engage with the city's inhabitants and personally invite them to participate.
Two-Stage Filtration & Judging
A committee of AlUla and TAM representatives hand-picked the top 10 submissions in the first stage. The second stage combined public voting — through the 'Name a Rock' website — with committee judging, resulting in the final selection of winners.
Closing Ceremony
A final event hosted 550 guests across two audience categories — invited VIPs including AlUla's governor, government officials, and winners' families — and the general public. The ceremony honored the top five contestants and awarded the three winners.
"Thank you to the Royal Commission in AlUla Governorate for this wonderful organization and preparation for the Name a Rock competition. If this is the beginning, then you can only imagine the days and nights to come, and what an extravagance AlUla will become now that AlUla is beginning to really live the dream."
— Mohamed Al Qadi
What We Delivered
- Full competition design, management, and execution from launch to closing ceremony.
- A bilingual multi-channel digital campaign reaching 40M+ on Twitter alone.
- On-ground booths at the AlUla Dates Festival and street stands across the city.
- A dedicated 'Name a Rock' website for public voting and submission management.
- A two-stage filtration and judging process combining public votes and expert committee decisions.
- A closing ceremony for 550 guests honoring the top 5 contestants and 3 winners.
- Discovery and documentation of 394 unique rock formations now available as tourist sites.
Impact at a Glance
1,770+
photos submitted by participants
394
unique rock formations discovered and named
40M+
Twitter reach — exceeding total Saudi population
550
guests attended the closing ceremony
5
finalists honored at the closing ceremony
3
winners awarded at the final event
400K+
tourist visas issued in Saudi Arabia's first 6 months
100M
visitor target for Saudi Arabia by 2030
Lasting Value Created
The 'Name a Rock' competition achieved something rarely accomplished by a single initiative — it made locals feel like co-creators of their country's tourism identity. By discovering and naming 394 rock formations, participants didn't just enter a competition; they left a permanent mark on AlUla's landscape and heritage. These formations now serve as named tourist destinations, enriching AlUla's offering and deepening the community's connection to their ancient city. The initiative is a powerful proof point that community-led tourism development creates lasting pride, ownership, and engagement well beyond the competition itself.