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A new era of innovation
A new era of innovation

Campaign ME

time01-05-2025

  • Entertainment
  • Campaign ME

A new era of innovation

As AI tools were still finding their place in the creative world, Create., a regional agency known for pushing boundaries, was already making history. The brief? Bring to life the 600-year-old story of Diriyah's role in the Hajj pilgrimage – without any archival imagery, relying solely on oral records. What Diriyah had was a vision. For centuries, Diriyah served as a vital stop for pilgrims journeying to Makkah. But its story – and that of the Imams who safeguarded these routes – had faded from public memory. With a bold challenge from the passionate team at Diriyah Gate Development Authority (DGDA), Create. partnered with Manga Productions to build what history never documented: two fully visualised films capturing the legacy of these spiritual guardians and the city that protected them. Commenting on how this campaign was brought to life, Dana Al-Azem, Business Director, Create., said, 'AI was the tool, but culture was the canvas. Our goal wasn't just awareness—it was connection.' Using AI tools such as Midjourney and detailed research, the team recreated historically accurate visuals – down to clothing, portraits and environments – based on sketches from Manga Productions and approved by the Saudi Royal Court. These weren't merely imaginative illustrations, but deeply researched visual narratives rooted in oral history and brought into the digital age. Tamara Qaisieh, Senior Account Director, Create., added, 'Diriyah has countless stories to tell, and we used innovative tools like Midjourney to bring this one to life – turning a lack of archival material into an opportunity for creative, youth-driven storytelling.' The resulting campaign, Diriyah: The Road to Hajj, struck a powerful cultural chord –setting a new regional benchmark for AI-powered storytelling. The campaign also won Gold at both the NYX and VEGA Awards in the Social Campaign category – cementing Create.'s position at the forefront of culturally driven innovation in the region. This campaign – along with a series of other key initiatives such as the Diriyah Global Seminar, Saudi Founding Day and Eid celebrations at Diriyah, created in partnership with DGDA – helped reintroduce Diriyah's rich heritage to the world. Together, these projects supported Saudi Vision 2030's goal of spotlighting the Kingdom's past while embracing the future through innovation and digital storytelling. Campaign results at a glance: 31.7 million impressions 31.9 million video views 767,000 social engagements 10,000 new followers on Diriyah's platforms 78 per cent increase in positive sentiment Diriyah: The Road to Hajj was only the beginning. Since the success of the Diriyah campaign, Create.'s presence in the Kingdom has grown significantly. Their expanding client roster includes Public Investment Fund, NEOM, The Royal Commission for AlUla, and Kimpton Hotels, and more. Their ongoing partnership with Diriyah Gate Development Authority continues to thrive –with Create. most recently providing live, multi-location coverage of Founding Day celebrations, sparking national pride, unity, and cultural connection. Driving this momentum is Mahmoud Shaban, newly appointed Business Lead for KSA, leading a team that fuses bold creativity with cultural authenticity – crafting stories that bridge past and future, and resonate from our region, to far beyond our borders. 'This is just the beginning of how we'll use AI to preserve and elevate the region's stories,' Shaban said. Buidling on the success of the Diriyah campaign, Create. has gone on to pioneer other AI-powered experiences such as a groundbreaking course portal for Dubai Economy and Tourism. Developed to support entrepreneurs across every stage of their journey, the platform features over 70 lessons across seven subjects, in both English and Arabic – delivering 140 video modules and integrated online tutoring. Romain Colomer, Experience & Innovation Director, Create., concluded, 'At Create, we are pioneering AI-powered education for the region – redefining how knowledge is created and delivered at scale. This is the future of learning: adaptive, scalable, and deeply impactful.'

Diriyah Gate Development Authority Celebrates Eid Al-Fitr with Residents, Visitors
Diriyah Gate Development Authority Celebrates Eid Al-Fitr with Residents, Visitors

Leaders

time01-04-2025

  • General
  • Leaders

Diriyah Gate Development Authority Celebrates Eid Al-Fitr with Residents, Visitors

The Diriyah Gate Development Authority (DGDA) celebrated Eid Al-Fitr 1446 with a vibrant array of events, filling Diriyah with joy and delight, and sharing the festive spirit with residents and visitors. A diverse range of experiences were also on offer across various locations throughout Diriyah. Eid Parade Beginning Saturday evening, the 'Eid Parade' roamed the neighborhoods of Diriyah, carrying Eid melodies and colorful celebrations to all residents and visitors while Eid gifts were distributed to both children and adults. The Eid Parade, a cherished annual tradition that shares the joy of Eid with the entire community, featured captivating Samri performances that delighted all onlookers and will continue to create a vibrant festive atmosphere on Sunday evening as well. During the early hours of Eid, residents gathered at mosques across Diriyah for the Eid prayer and to share a communal breakfast where they enjoyed traditional dishes that reflect the generosity and hospitality of Saudi culture. During the evening, the 'Eid Majlis' opened its doors in the Municipality Square, welcoming residents and visitors with authentic Saudi coffee and dates, while attendees enjoyed Ardhah performances that showcased the rich cultural heritage of Diriyah. The square was also adorned with sweet corners offering delicious traditional sweets and dishes, and a photography corner to capture the community's joy and happiness during the Eid Al-Fitr celebrations. Adhwaihrah park was illuminated with decorative lights and hosted a variety of events, including live Samri performances, traditional food and local sweets corners, and interactive workshops aimed at raising awareness of heritage and traditional crafts. Eid Al-Fitr Festivities The Eid Al-Fitr festivities in Diriyah will continue for three days, featuring a diverse range of activities, such as carnival games for children, Arabic calligraphy, and other accompanying events in the historic UNESCO World Heritage Site of At-Turaif and the picturesque dining district of Bujairi Terrace. Related Topics : Diriyah Gate Highlights Community Spirit during Eid Al-Fitr Custodian of the Two Holy Mosques Patronizes Laying Foundation Stone Ceremony for Diriyah Gate Project Diriyah Company, DGDA, Saudi Contractors Authority Forge Strategic Partnership Formula E Returns to Streets of Diriyah on Jan. 26 Short link : Post Views: 18

Congo: DRC now imposes ‘entry tax' on goods from M23 strongholds
Congo: DRC now imposes ‘entry tax' on goods from M23 strongholds

Zawya

time06-03-2025

  • Business
  • Zawya

Congo: DRC now imposes ‘entry tax' on goods from M23 strongholds

Congolese authorities are imposing taxes on goods leaving M23 strongholds in a bid to cripple the economies of areas now under rebel control in the east of the country. The controversial decision was announced by the provincial department of the Congolese directorate of customs and duty (DGDA) in northwest Kivu. It said it was imposing entry tax on goods coming from areas currently occupied by the M23 rebels and the Rwandan army. According to a statement from the North Kivu DGDA, all cargo coming from M23-controlled areas will be considered as foreign goods entering the country for the first time.'Until further notice, all goods from Goma-Ville, Goma-Aéro, Bunagana and Ishasha are considered as new imports and must be treated as such, in strict compliance with the legal and regulatory texts governing customs,' it said on Tuesday, referring to areas now controlled by the M23. Since late January, the rebels, who Kinshasa accuses of being backed by Rwanda, have expanded their territory in eastern DRC, taking over the cities of Goma and Bukavu, the largest urban areas in eastern DRC. But the tax decision has already sparked controversy in Kinshasa, the DRC's capital, with some critics arguing that it could cause cracks in the unity of the country and help the balkanisation to begin. A source told The EastAfrican that the decision stemmed from 'revenue losses' to territories controlled by M23, who were allegedly collecting the duty from imports and keeping it. In Uganda, which trades heavily with the DRC, an official at the Uganda Revenue Authority indicated that Kinshasa had advised traders to enter Congo through border areas outside of M23 strongholds.'In order to mitigate the critical revenue loss, we hereby guide that all goods to DRC shall be declared to exit through other border posts other than the following: Katuna, Bunagana, Cyanika, Ishasa River, Busanza and Kyeshero and the systems shall be configured to deactivate them temporarily from transiting goods to DRC accordingly,' a notice from URA indicated on Monday. Uganda's decision, the notice said, will remain in place until the political situation abates. This decision by DGDA originated from Beni, North Kivu territory, where a temporary administration for North Kivu under the authority of the Kinshasa government was installed, including the governor, after the fall of Goma to the M23 rebels at the end of January. And the general situation in North Kivu is currently that of bedlam. Goma, the largest city in North Kivu, has come under the control M23, which has set up a parallel administration with a governor, two vice governors, a mayor and a number of burgomasters. Yet the province's parts still in the hands of the Congolese army also has a governor, Major General Evariste Somo Kakule, who is attempting to reorganise the province, in anticipation of a possible assault to recover the territories lost to M23. In Goma, the governor installed by the M23 has imposed a new trade policy, including the lifting of restrictions on the closing hours of the border with Rwanda, allowing more time for business. Previously, Congolese traded with Rwandans at their common land border only during the day, after Kinshasa authorities ordered, in 2022, that the border be closed at 3pm. The new M23 administration extended the business hours to 10 pm. But since Goma was taken by the M23, backed by the Rwandan army, the city's economy has been severely disrupted, according to several sources. The banking system has ground to a halt after the provincial branch of the Central Bank of Congo and all the banks closed their doors for security reasons. The upsurge has plunged eastern Congo into a severe liquidity crisis, especially since Kinshasa controls banking operations. © Copyright 2022 Nation Media Group. All Rights Reserved. Provided by SyndiGate Media Inc. (

Congo: DRC rescinds tax directive on M23 zones after backlash
Congo: DRC rescinds tax directive on M23 zones after backlash

Zawya

time06-03-2025

  • Politics
  • Zawya

Congo: DRC rescinds tax directive on M23 zones after backlash

The Congolese government has backtracked on a move to tax goods coming from areas controlled by the M23 rebel group, following an overnight public outcry. The Congolese General Directorate of Customs and Excise (DGDA) of North Kivu said on Wednesday that it had reversed the decision, which would have considered all goods coming from Goma, Bunagana and Ishasha, areas occupied by the M23 rebels, as new imports subject to tax. In a press release, Jean-Louis Bauna, deputy director-general of the customs, described the letter from his department in northwest Kivu as a 'forgery.'He argued that 'customs legislation applies in full throughout the national territory.'However, the backtracking came after intense commentary on social media about the move, which had been communicated to neighbouring countries Uganda and Tanzania. Some critics argued that the country risked being split in two if the directive was implemented. The Congolese authorities under Kinshasa, who administer North Kivu Province, have been based in Beni since the provincial capital of Goma was taken over by the M23, backed by the Rwandan army. Paul Kayembe, director of the North Kivu DGDA, denied that the decision to tax the M23 zone had even been considered. Instead, he blamed it on 'the work of ill-intentioned people trying to discredit him' and pointed the finger at 'Rwandan' manipulation. However, this publication has learnt that the government, in an attempt to salvage lost revenues from border posts in the M23 zone, had tried to re-tax goods. It backtracked after the controversy it caused. The North Kivu DGDA said it 'reaffirms its determination to work in accordance with the laws and regulations in force in the DRC, and supports the government's efforts to recover territories occupied by the enemy.'A number of people including prominent Congolese figures, had protested against the decision to impose a customs duty within the country's territory, creating a virtual border. Sources within the DGDA confirmed to The EastAfrican that the new tax memo was indeed genuine. A DGDA technician, speaking on condition of anonymity, explained that 'customs posts in rebel-occupied areas have already been suspended from the computerised customs system, which enables automated management of customs procedures.'Since the M23 took Goma, the Congolese government has been taking economic measures to corner the parallel administration set up by the rebels, severely disrupting the economy of the region. In Goma, for example, the banking system has ground to a halt. The provincial branch of the central bank and all the banks have remained closed, plunging this part of the country into a severe liquidity crisis, with banking operations being coordinated from Kinshasa. Many Goma residents are forced to cross the border into Rwanda for routine banking transactions. © Copyright 2022 Nation Media Group. All Rights Reserved. Provided by SyndiGate Media Inc. (

Saudi Arabia's Diriyah: Restoring History, Revitalizing Heritage
Saudi Arabia's Diriyah: Restoring History, Revitalizing Heritage

Asharq Al-Awsat

time22-02-2025

  • Business
  • Asharq Al-Awsat

Saudi Arabia's Diriyah: Restoring History, Revitalizing Heritage

Diriyah, the birthplace of the first Saudi state, was the starting point for Imam Mohammed bin Saud's unification drive, marking a shift from a city-state to a centralized government aimed at uniting the Arabian Peninsula under a stable political framework. For centuries, Diriyah stood as a key stop along trade caravan routes stretching from the Red Sea to the Gulf of Basra. It gained renown for its beautifully built stone houses, was intersected by Wadi Hanifa, and has long been home to mosques and schools. The surrounding fields yielded wheat, barley, and millet, alongside orchards of date palms, peaches, and figs. Diriyah was also a breeding ground for a distinguished lineage of purebred Arabian horses, whose reputation extended across kingdoms and beyond. The origins of Diriyah's name have been the subject of debate for centuries, yet it has retained its historical title to this day. It was also known as 'Al-Awja,' a name that sparked discussions over its meaning. King Salman ultimately settled the debate, affirming that 'Al-Awja' is a geographic reference to Diriyah itself. Saudi Arabia has launched strategies and programs to develop Diriyah across urban, cultural, economic, and social dimensions, recognizing its historical significance as the first Saudi capital. Once a dominant regional power, Diriyah played a pivotal role in Saudi Arabia's political history before suffering widespread destruction at the hands of Ottoman forces in the early 19th century, which left much of it abandoned. Mega-development The city is now part of Saudi Arabia's major development projects. On January 9, 2023, Prince Mohammed bin Salman, Crown Prince, Prime Minister and Chairman of the Public Investment Fund (PIF), announced the inclusion of the Diriyah project as the fifth mega-development under PIF ownership. The move positions Diriyah as one of the world's most unique cultural, heritage, and tourism destinations. The Diriyah Gate Development Authority (DGDA) will continue overseeing and regulating the area to preserve its historical and cultural legacy. It will also support the local community while ensuring that Diriyah evolves into a premier global tourism destination. The DGDA was established on July 20, 2017, as a Saudi government entity tasked with transforming Diriyah's urban, cultural, and economic landscape. Given its historical significance, the authority aims to position Diriyah as a premier global destination—a place where the world converges—while ensuring it remains a source of pride and heritage for all Saudis. DGDA's mission is to make Diriyah a national landmark and a symbol of Saudi unity, inspiring development into an exceptional international attraction. Central to this vision is preserving Diriyah's historical gem, the At-Turaif district, a UNESCO World Heritage site. The authority is committed to safeguarding the area's historical and cultural identity, ensuring Diriyah becomes an unparalleled global destination. It also seeks to transform Diriyah, Wadi Safar, and Al-Bujairi into vibrant hubs of hospitality, leisure, and retail, blending cultural authenticity with world-class experiences. Additionally, the DGDA aims to be a responsible neighbor, fostering an enabling environment that enhances local services and infrastructure, creating a thriving and exceptional community. The At-Turaif landmark is lit up in the colors of the national flag in Diriyah. (SPA file) As part of its development plans, the DGDA has signed several agreements, including a memorandum of understanding with King Abdulaziz City for Science and Technology (KACST) to establish a strategic partnership. The collaboration focuses on boosting joint planning, optimizing government spending, and unifying efforts to advance the project's development. The agreement covers data governance, information exchange, and joint research initiatives. It also includes cooperation in satellite imagery, 3D optical imaging, and radar surveys to uncover buried archaeological sites. Additionally, the partnership explores advanced materials technology and automated construction systems, supporting the DGDA's mandate within its regulatory scope. Partnerships and prosperity Moreover, the DGDA has signed several agreements and memorandums of understanding (MoUs) with key institutions to advance its development plans. These include an MoU with King Saud University for collaboration on master planning, another with Al Yamamah University covering employment, training, exhibitions, and research, and an agreement with Darah (King Abdulaziz Foundation for Research and Archives) to strengthen joint initiatives. The DGDA also signed MoUs with Al Maarefa University and Alfaisal University focusing on employment, training, academic conferences, and research. Further agreements include an MoU with the Saudi Standards, Metrology, and Quality Organization for strategic cooperation, an MoU with ICOMOS Saudi Arabia to preserve cultural and natural heritage sites, and an MoU with the Ministry of Industry and Mineral Resources to enhance collaboration in the mining sector. In a major infrastructure deal, Saudi Real Estate Company signed a SAR 722 million ($192 million) contract with the DGDA for excavation work on metro stations in Diriyah's central, southern, and eastern areas. On July 10, 2024, Diriyah Company announced the signing of a landmark construction contract with El Seif Engineering Contractors and China State Construction Engineering Corporation (CSCEC). Valued at over SAR 7.8 billion ($2 billion), it is the largest construction contract awarded in Diriyah's development to date. The project will create a mixed-use district featuring advanced educational institutions, cultural landmarks, modern office spaces, and a luxury hotel in the northern part of Diriyah. On July 24, 2024, Diriyah Company signed another major contract worth SAR 8 billion ($2.13 billion) with Urbacon Saudi Company and Al Bawani Holding to build four luxury hotels and the Diriyah Royal Equestrian & Polo Club in Wadi Safar. In June 2023, the ownership of Diriyah Club was officially transferred to the DGDA, as announced by the Minister of Sports during a conference on the privatization of sports clubs. In December 2023, the DGDA, in coordination with Darah, organized the Diriyah International Forum under the theme 'Diriyah: A Meeting Point of Cultures.' The event aimed to promote academic research on Diriyah's rich history and cultural heritage.

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