In a captivating new global brand campaign, Ras Al Khaimah showcases the epitome of relaxation with the world’s most tranquil feline. This campaign positions the Emirate as the ultimate destination for a #PurrrfectVacation.
The campaign’s tagline, “All About You,” perfectly encapsulates the customer-centric experience that Ras Al Khaimah offers to its visitors. It underscores Ras Al Khaimah’s commitment to placing customer preferences at the forefront of its tourism offerings.
Meet the Laid-Back Feline Star
At the heart of Ras Al Khaimah Tourism Development Authority’s latest brand campaign is a charismatic feline character. This delightful cat draws its inspiration from a real-life rescue story—Leo, who found his forever home in Ras Al Khaimah after being saved by the RAK Animal Welfare Centre. Leo swiftly became a beloved social media sensation, effectively highlighting the diverse outdoor adventures that await visitors in the Emirate, ranging from serene to exhilarating.
The campaign’s visual spectacle is brought to life by FABLEfx, an award-winning creature animation studio renowned for its work on major projects such as Hulu’s “The Great” and ad campaigns for esteemed brands like BMW, Ferrero, and HBO Nordic. This consumer-oriented campaign is strategically designed to engage audiences across popular digital and social media platforms.
An Exquisite Emirati Journey
As the feline ambassador embarks on its journey across the Emirate, viewers are treated to breathtaking scenes of chilled-out beach days, stunning sunsets, and mountain adventures that beckon visitors. All the while, the cat maintains its signature laid-back demeanour.
Ras Al Khaimah comes to life as a haven for relaxation, unwinding, and sheer enjoyment. Just like our featured feline friend, tourists can find freedom and tranquillity in this Emirate. Through this campaign’s narrative, the cat will guide visitors on how to step away from the hustle and bustle of modern life and discover serenity with a stay in Ras Al Khaimah.
Raki Phillips on the Creative Choice
Raki Phillips, the CEO of Ras Al Khaimah Tourism and Development Authority, sheds light on the strategic decision behind choosing a cat as the campaign’s focal point. He explains that this decision was rooted in consumer insights, brand alignment, and extensive research.
Studies have shown that advertising campaigns featuring mascots have a 37% higher potential for securing a greater market share. Furthermore, a YouGov survey validated that the cat’s presence in the campaign resonates exceptionally well with the target audience, achieving likability scores of up to 90% when compared to tested campaigns in all markets.
This creative campaign is set to place Ras Al Khaimah firmly on the map for new tourists, all thanks to the captivating and unforgettable character—once a real-life, beloved icon in the Emirate.
“All About You”: Targeting Key Source Markets
The “All About You” campaign is strategically tailored to target customers in Ras Al Khaimah’s key source markets. It aims to attract new visitors by establishing an emotional connection through the endearing persona with a touching backstory. The campaign kicks off with an introduction video narrating the cat’s heartwarming journey of rescue and adoption in Ras Al Khaimah.
Subsequently, three short films and a series of images will follow, showcasing Ras Al Khaimah’s pristine beaches, a diverse array of hotels, and the iconic Jebel Jais mountain peak—the highest in the UAE. These settings serve as the backdrop for the most laid-back visitor experience.
Engaging Through Gamification
The campaign takes engagement to the next level by incorporating gamification. Visitors to the campaign’s dedicated page can immerse themselves in a fun and interactive game. Players are tasked with using a virtual beach bag to collect vacation essentials for a chance to win exciting prizes, including an all-expenses-paid trip to Ras Al Khaimah and exclusive discount vouchers.
Established in May 2011 under the government of Ras Al Khaimah, the Ras Al Khaimah Tourism Development Authority (RAKTDA) is steadfast in its mission to bolster the Emirate’s tourism infrastructure and elevate Ras Al Khaimah to a world-class destination for both leisure and business travel.
RAKTDA is committed to fostering sustainable investment opportunities and enhancing the quality of life for its residents. To achieve these objectives, the authority is vested with the government mandate to license, regulate, and monitor the Emirate’s tourism and hospitality industry.
In conclusion, Ras Al Khaimah’s “All About You” campaign showcases a unique blend of creativity, heartfelt storytelling, and a commitment to providing a truly customer-centric experience. With its charismatic feline star leading the way, the Emirate invites visitors to embark on a journey of relaxation, discovery, and unforgettable memories in one of the most enchanting destinations in the world.