Ras Al Khaimah unveils new brand campaign

For the campaign, the Ras Al Khaimah Tourism Development Authority has partnered with content creators from Europe and the Middle East

Marking the next chapter in its tourism expansion and overall growth, Ras Al Khaimah Tourism Development Authority (RAKTDA) unveils a new brand campaign at the Arabian Travel Market (ATM) 2022.

Building on the launch of its new vision and brand identity at last year’s ATM, RAK Calling uses integrated social media platforms to follow a group of influencer friends as they discover the nature Emirate. In collaboration with renowned content creators from Europe and the Middle East, the digital-first campaign showcases the diversity of Ras Al Khaimah and various tourism experiences across its beaches, mangroves, deserts and mountains. Locations include the Waldorf Astoria Ras Al Khaimah and Jebel Jais, the UAE’s highest peak, with its zipline, dining experience Puro 1484 and new and upcoming attractions Jais Wings, RAK Airventure, Jais Sledder and the Wingsuit Diving Platform taking centre stage. 

“This campaign marks an exciting next step in providing visitors with immersive content that not only highlights our iconic locations but also gives a sense of how Ras Al Khaimah can make you feel,” said Raki Phillips, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority. “We recognise how important different mediums are in creating something that can easily be understood and remembered by intended audiences. We saw this first-hand when we launched our new brand identity last year with a razor-focused approach that was instrumental in helping us achieve almost pre-pandemic visitor numbers in 2021. With RAK Calling, we are on the cusp of the metaverse; it's an exciting new chapter in the destination’s virtual presence.” 

He further said, “This campaign also represents other emerging destinations that don’t have large scale budgets but can creatively work with content makers to develop something super compelling and relevant to today’s audiences.” 

The new campaign stars Egyptian actor Sherif Fayed (@sheriffayed) paragliding over the Hajar Mountains in a teaser for the soon-to-be launched Jais Wings experience as well as Saudi mountaineer Raha Moharrak (@rahamoharrak) experiencing the thrill of the Jebel Jais Flight and UAE-based radio host Kris Fade (@krisfade) rock climbing at Bear Grylls Explorers Camp. 

As part of its digital-first approach, Ras Al Khaimah Tourism Authority has also unveiled two redesigned websites for the destination, reflecting the new brand identity announced last year. “We are constantly innovating to provide incredible and seamless experiences for our visitors, which starts even before they set foot in our beautiful Emirate. In the new era of travel, people research their destination in detail before making an informed choice. Our new websites give them a real feel for what our Emirate offers and provide both inspiration and details to make their visit truly memorable,” added Phillips.

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