High-profile figures take control of Ras Al Khaimah in new global brand campaign


Ras Al Khaimah, UAE, : Marking the next chapter in tourism marketing, the Ras Al Khaimah Tourism Development Authority (RATKDA) is unveiling a brand new brand campaign at the Arabian Travel Market (ATM) 2022.

Building on the successful launch of its new ATM vision and brand identity last year, RAK call uses integrated social media platforms to follow a group of influencer friends as they experience the nature of the emirate. Working with renowned content creators from Europe and the Middle East, the first digital campaign showcases Ras Al Khaimah’s diversity and myriad tourist experiences across its pristine beaches, lush mangroves, sprawling deserts and majestic mountains. Venues include the magnificent Waldorf Astoria Ras Al Khaimah and Jebel Jais, the highest peak in the United Arab Emirates, with its iconic zipline, unique dining experience Puro 1484, and new and upcoming attractions Jais Wings, RAK Airventure, Jais Sledder and the Wingsuit dive platform that takes center stage.

Calling those who cherish responsible, meaningful and truly memorable experiences in the new age of travel, RAK call will resonate with those looking for “a sense of belonging” and who wish to “live their moments”. It joins several other leading and emerging destinations that have focused on useful and engaging content, including Iceland and New Zealand. Launching today (May 9), the creative assets will be distributed across the Middle East and Europe in multiple languages ​​through digital and social media channels.

“This campaign marks an exciting next step in providing visitors with immersive content that not only showcases our iconic locations, but also gives a sense of how Ras Al Khaimah can make you feel,” said Raki Phillips, Director General of Ras Al Khaimah Tourism Development Authority. “We recognize the importance of different mediums in creating something that can be easily understood and remembered by the intended audience. We saw this firsthand when we launched our new brand identity last year with a razor-centric approach that was instrumental in helping us achieve near pre-pandemic visitor numbers in 2021. With RAK call, we are at the dawn of the metaverse; it’s an exciting new chapter in the destination’s virtual presence.

He added, “This campaign also represents other emerging destinations that don’t have large-scale budgets but can work creatively with content creators to develop something super compelling and relevant to the audience of today.”

The new campaign features the Egyptian actor Cherif Fayed (@sheriffayed) paragliding over the Hajar Mountains in a teaser for the soon-to-launch Jais Wings experience, along with a Saudi mountaineer Raha Moharrak (@rahamoharrak) experiencing the thrill of flight Jebel Jais and radio host based in the United Arab Emirates Kris Molten (@krisfade) climbing at Bear Grylls Explorers Camp. Other highlights include:

  • “Emirati Batman” Khalifa Al Ghafri (@khalifa_alghafri_uae), Dani Roman (@daniroman_) and Marco Fuerst (@fuerstmarco) flying over Jebel Jais from the Wingsuit Diving Platform – the first base jumping platform in the UAE recently opened its doors to professional base jumpers and fliers in wingsuit
  • Dany Neville (@danyneville) hosts a DJ set while flying over Ras Al Khaimah with RAK ​​Airventure, the emirate’s new tethered hot air balloon experience
  • Jessica Kahawaty (@jessicakahawaty) and Enjy Kiwan (@enjykiwan) riding the mountain bike trails of Jebel Jais
  • crazy shadz (@madshadz) conquer your fears on the Jais Sledder, the longest toboggan run in the region
  • Arabian Gazelles (@arabiangazelles) taking the scenic mountain roads and hairpin bends
  • German model and reality TV star fiona erdman (@fionaerdmann) enjoying the view since 1484 near Puro, the highest restaurant in the UAE

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

For more on Ras Al Khaimah’s new campaign, see Youtube or download directly HERE. You can also check out the Ras Al Khaimah Tourism Development Authority booth at the Arabian Travel Market, ME3310.


About Ras Al Khaimah Tourism Development Authority (RAKTDA)

The Ras Al Khaimah Tourism Development Authority (RAKTDA) was established in May 2011 under the government of Ras Al Khaimah. RAKTDA aims to develop the emirate’s tourism infrastructure and make Ras Al Khaimah a world-class destination for leisure and business travel, creating sustainable investment opportunities and improving the quality of life of its people. residents. In order to achieve its objectives, the Authority has a government mandate to license, regulate and monitor the tourism and hospitality industry in the emirate.

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