Experience the best of nature, fun, adventure, and quality family time with Ras Al Khaimah's exciting summer brand campaign. Offering so much more than meets the eye, this campaign captures the essence of the Emirate's diverse tourism experiences, tailor-made to appeal to specific audience segments and traveler preferences.
Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled the initial results of their groundbreaking 'Get More' digital-first campaign, aimed at positioning the Emirate as a captivating summer destination for both domestic and international travelers. Since its launch in April, the campaign has already surpassed expectations, particularly in key markets such as India, Kazakhstan, Germany, and KSA.
Surpassing industry benchmarks, the summer campaign has achieved remarkable success, generating over 336 million impressions and attracting an impressive 1.2 million clicks. Additionally, it boasts Video Completion Rates (VCR) exceeding 85% in KSA and Kuwait. By targeting audiences across multiple channels and employing a multilingual approach, 'Get More' aims to drive summer bookings for Ras Al Khaimah's breathtaking hotels and resorts. The campaign covers a comprehensive range of marketing strategies, including B2B and B2C initiatives in 10 key markets like the UAE, UK, Germany, GCC, India, Czech Republic, Slovakia, Poland, and Kazakhstan. Leveraging various channels like social media, programmatic advertising, in-flight videos, digital outdoor advertising, and online travel agencies, 'Get More' strives to create brand affinity, expand reach and awareness in new territories, and drive tourism during what is traditionally a slower season.
The campaign's extensive reach is truly impressive, with touchpoints that span from in-flight videos on Air Astana, Kazakhstan's leading airline, to buses in Poland. The immersive experience even includes an in-market ice cream activation challenging partners to try more flavors inspired by Ras Al Khaimah, such as Pearlstachio, Vanilla Jais, or Berry Grylls.
Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, emphasized the campaign's ability to showcase the diverse range of experiences awaiting visitors in Ras Al Khaimah. He noted that the post-pandemic travel landscape demands destinations that are agile, relevant, and responsive. By positioning the Emirate as accessible, down-to-earth, and brimming with exciting activities and attractions, the campaign aims to resonate with a broader audience and attract more visitors to the destination, not just for the summer but beyond.
Known as the Nature Emirate, Ras Al Khaimah offers an array of captivating tourist attractions, including mountains, mangroves, deserts, destination resorts, beaches, and thrilling experiences. Through the 'Get More' campaign, RAKTDA shines a spotlight on the Emirate as a comprehensive destination for fun, family, nature, adventure, refreshing summertime activities, and much more. The campaign also highlights Ras Al Khaimah's emergence as a regional leader in responsible and sustainable tourism, prioritizing environmental conservation, cultural preservation, and overall liveability.