The Nature Emirate
Ras Al Khaimah Tourism Development Authority
The Brief
Position Ras Al Khaimah as a top UK-market travel destination, enhancing reputation, building UK traveller understanding, and dispelling lingering misconceptions about travel to the UAE through a celebration of the emirate’s welcoming culture and breadth of experiences.
Our Strategy
We built a guerrilla-led activation programme paired with an evergreen forward-features media plan. An exclusive partnership with a leading UK travel agency anchored visibility, and we developed targeted pitches across national, lifestyle and broadcast media to engage audiences far beyond the typical travel page.
In execution, we ran an integrated B2C trade and PR event using motion mapping in high-traffic areas of London and Manchester, fronted by RAK’s cat mascot Leo. The campaign press release rolled out across international, national and regional media, supported by a forward-features programme that secured repeat coverage in tier-one outlets including Time Magazine, Forbes and Euronews.
The Results
- 150 editorial features
- 3.4M global reach
- 10+ broadcast interviews secured
- $4.9M+ estimated total AVE
