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Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled the preliminary results of its new digital-first campaign, ‘Get More.’ This campaign aims to position the Emirate of Ras Al Khaimah as an enticing summer destination for both domestic and international travelers. With exceptional results already seen in key markets such as India, Kazakhstan, Germany, and KSA, ‘Get More’ has generated significant engagement and surpassed industry benchmarks.
Exceeding Expectations: Results of ‘Get More’ Campaign
Since its launch in April, ‘Get More’ has garnered impressive results, especially during the summer season. The campaign has generated over 336 million impressions and recorded 1.2 million clicks to date. Additionally, it has achieved Video Completion Rates (VCR) above 85% in key markets like KSA and Kuwait. These outstanding figures demonstrate the effectiveness of the campaign in driving engagement and capturing the attention of potential travelers.
Targeted Marketing Approach
The ‘Get More’ campaign strategically targets ten key markets, including the UAE, UK, Germany, GCC, India, Czech Republic, Slovakia, Poland, and Kazakhstan. RAKTDA’s multi-lingual campaign encompasses both business-to-business (B2B) and business-to-consumer (B2C) marketing efforts, covering the entire travel ecosystem. By utilizing a comprehensive mix of channels such as social media, programmatic advertising, in-flight videos, digital outdoor displays, and online travel agencies (OTA), ‘Get More’ aims to create brand affinity, expand reach and awareness, and drive visitation during what is traditionally considered a low season.
Extensive Reach and Engagement
‘Get More’ employs a diverse range of touchpoints to maximize its reach and engagement. From in-flight videos on Air Astana, Kazakhstan’s leading airline, to bus advertisements in Poland, the campaign leverages various mediums to connect with potential travelers. Additionally, ‘Get More’ utilizes highly nuanced campaign assets, including an in-market ice cream activation, challenging partners to experience the flavors of Ras Al Khaimah. With these creative approaches, the campaign ensures broad exposure and captures the attention of target audiences across multiple platforms.
Showcasing Ras Al Khaimah: The Nature Emirate
Ras Al Khaimah, known as the Nature Emirate, offers a wide array of tourist attractions that cater to diverse interests. From awe-inspiring mountains and enchanting mangroves to vast deserts and luxurious destination resorts, the Emirate boasts a wealth of experiences for visitors to explore. Through the ‘Get More’ campaign, RAKTDA highlights Ras Al Khaimah as a one-stop destination for fun, family-friendly activities, nature excursions, adventurous experiences, refreshing summer getaways, and much more. The campaign aims to capture the essence of Ras Al Khaimah’s appeal and position it as a must-visit destination.
Sustainable Tourism and Recognition
RAKTDA’s ‘Get More’ campaign not only showcases the Emirate’s diverse offerings but also emphasizes its commitment to responsible and sustainable tourism. The campaign promotes Ras Al Khaimah’s focus on environmental conservation, cultural preservation, and livability. This commitment to sustainable practices has earned the Emirate recognition, including being featured in Time magazine’s World’s Greatest Places of 2022 and CNN Travel’s Best Destinations to Visit in 2023.
Steady Tourism Growth
Ras Al Khaimah’s tourism industry has experienced significant growth in recent years. In 2022, the Emirate welcomed 1.13 million annual visitors, surpassing pre-pandemic levels and securing its position as a top tourist destination. The Emirate’s hotel supply also saw a 17% yearly growth, reaching over 8,000 keys. This momentum has continued into 2023, with a nearly 13% increase in visitor numbers during the first quarter compared to the same period in 2022. These positive trends bring Ras Al Khaimah closer to its goal of attracting three million annual visitors by 2030.
Conclusion
The ‘Get More’ campaign by Ras Al Khaimah Tourism Development Authority aims to position the Emirate as an appealing summer destination through its digital-first approach. With impressive engagement and results in key markets, the campaign showcases the diverse experiences and attractions Ras Al Khaimah offers. By highlighting the Emirate’s commitment to sustainable tourism, RAKTDA aims to attract a wider audience and draw more visitors to the destination. With its remarkable growth in tourism and recognition on international platforms, Ras Al Khaimah continues to establish itself as a leading destination for travelers seeking unforgettable experiences.
