Ras Al Khaimah rolls out new whimsical campaign

Ras Al Khaimah Tourism Development Authority’s (RAKTDA) latest brand campaign showcases the Emirate as the ideal place for a ‘purrrfect vacation’, with a cat as the mascot.

The All About You campaign will target customers in key source markets for Ras Al Khaimah and aims to attract new visitors by driving affinity using a loveable persona with an emotive backstory.

The campaign aims to attract visitors to Ras Al Khaimah by using a loveable persona with an emotive backstory

It features a feline character inspired by the memory of a real cat named Leo, who found a home in Ras Al Khaimah after being rescued from RAK Animal Welfare Centre. He became a much-loved social media icon, highlighting the outdoor escapades available in the Emirate.

The campaign video, created by animation studio FABLEfx, launches across popular digital and social media channels, showing the cat journeying across the Emirate to experience chilled-out beach days, beautiful sunsets, and mountain adventures that await visitors – all while maintaining his laid-back demeanour. In the campaign’s narrative, the cat will show visitors how they can take a step away from fast-paced living, slow down, and find calm with a stay in Ras Al Khaimah.

RAKTDA’s CEO Raki Phillips said: “Ras Al Khaimah’s wealth of experiences comes to life in a whimsical way in our new campaign. This creative campaign will help put the Emirate on the map for new tourists, with the help of a fascinating and memorable character, who was once a real-life and beloved icon in the Emirate.”

Starting with an introduction video telling the cat’s backstory of how he was rescued and made a home in Ras Al Khaimah, three short films and images will follow, in which Ras Al Khaimah’s beaches, hotels, and iconic mountain peak, Jebel Jais play host to the most relaxed visitor.

In addition, the campaign will also include gamification, where visitors can play a game on the website for a chance to win prizes, such as an all-expenses-paid trip to Ras Al Khaimah and discount vouchers.

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