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Ras Al Khaimah Tourism Development Authority (RAKTDA) has recently unveiled the preliminary results of its latest campaign, ‘Get More’. This digital-first initiative aims to position the Emirate of Ras Al Khaimah as an attractive summer destination for both domestic and international travelers. Launched in April and running until the end of September 2023, the ‘Get More’ campaign has already achieved remarkable success, particularly in key markets such as India, Kazakhstan, Germany, and KSA.
Exceptional Results and High Engagement
The summer campaign, ‘Get More’, has exceeded industry benchmarks and generated over 336 million impressions. It has also witnessed high engagement with 1.2 million clicks to date, along with video completion rates (VCR) above 85% in KSA and Kuwait. These impressive outcomes showcase the effectiveness of the campaign in capturing the interest and attention of the target audience.
Comprehensive Marketing Approach
The ‘Get More’ campaign takes a comprehensive approach to marketing, considering the entire travel ecosystem. It covers both business-to-business (B2B) and business-to-consumer (B2C) marketing across ten key markets, including the UAE, UK, Germany, GCC, India, Czech Republic, Slovakia, Poland, and Kazakhstan. By leveraging a diverse range of channels such as social media, programmatic advertising, in-flight videos, digital outdoor platforms, and online travel agencies (OTAs), the campaign aims to drive brand affinity, increase reach and awareness, and boost visitation during the traditionally low season.
Wide Range of Touchpoints
One of the standout features of the ‘Get More’ campaign is its extensive reach through a multitude of touchpoints. It utilizes various platforms and mediums to engage with potential travelers. From in-flight videos on Air Astana, Kazakhstan’s leading airline, to buses in Poland, the campaign leaves no stone unturned in its quest to create awareness and attract visitors. Notably, it even includes an in-market ice cream activation challenging partners to explore different flavors of Ras Al Khaimah, such as Pearlstachio, Vanilla Jais, or Berry Grylls. This wide-ranging approach ensures that the campaign reaches audiences across different geographies and maximizes its impact.
Curated Content for Engaging Experiences
Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, emphasizes the importance of curated content in the ‘Get More’ campaign. By tailoring the content to appeal to specific audiences and their travel preferences, the campaign brings to life the diverse experiences waiting to be discovered in Ras Al Khaimah. In a post-pandemic world, where travel preferences have evolved, the campaign positions the Emirate as an accessible, down-to-earth destination with a wealth of activities and attractions. This approach resonates with a wider audience, attracting more visitors to the destination during the summer and beyond.
Ras Al Khaimah: The Nature Emirate
Ras Al Khaimah, known as the Nature Emirate, offers a captivating range of tourist attractions for visitors to experience and explore. From majestic mountains to scenic mangroves, vast deserts to world-class resorts, and pristine beaches to thrilling adventures, the Emirate has something for everyone. Through the ‘Get More’ campaign, RAKTDA aims to showcase Ras Al Khaimah as a one-stop destination that caters to various interests, including fun family activities, nature experiences, adventure sports, and cool summer getaways.
Family-Friendly Activities
For families seeking a memorable vacation, Ras Al Khaimah offers an array of activities suitable for all ages. The Emirate boasts exciting water parks, such as Iceland Water Park and Dreamland Aqua Park, where visitors can cool off and enjoy thrilling water slides and attractions. Families can also explore the Jebel Jais Adventure Park, which features the world’s longest zipline, suspended above the rugged Hajar Mountains, providing breathtaking views and an adrenaline-pumping experience.
Nature Experiences
Nature enthusiasts will be delighted by the diverse landscapes Ras Al Khaimah has to offer. The Hajar Mountains, with their jagged peaks and scenic trails, provide excellent opportunities for hiking and mountain biking. The Al Wadi Nature Reserve is a haven for wildlife and offers activities like birdwatching and nature walks. Visitors can also immerse themselves in the serene beauty of the mangroves through kayaking tours or experience the tranquility of the desert by embarking on a desert safari.
Adventure Sports
Ras Al Khaimah is a paradise for adventure seekers, with an abundance of thrilling sports and activities. The Jebel Jais Via Ferrata offers a unique climbing experience, allowing participants to navigate the rugged cliffs and enjoy stunning views along the way. The Via Ferrata also includes a thrilling zipline and a sky bridge, adding an extra dose of excitement. Other adventure sports available in the Emirate include mountain biking, dune bashing, and parasailing, ensuring an adrenaline-fueled experience for adventure enthusiasts.
Beach Getaways
With its pristine coastline, Ras Al Khaimah offers idyllic beach getaways for those looking to unwind and soak up the sun. The emirate is home to luxurious beach resorts that provide a perfect blend of relaxation and recreation. Visitors can indulge in water activities like jet skiing, paddleboarding, and snorkeling, or simply bask in the golden sands and enjoy the azure waters of the Arabian Gulf.
The ‘Get More’ Campaign: Inspiring Travelers
The ‘Get More’ campaign by RAKTDA aims to inspire travelers to explore the hidden gems of Ras Al Khaimah and go beyond their expectations. By showcasing the Emirate’s natural beauty, adventure offerings, family-friendly attractions, and luxurious accommodations, the campaign encourages visitors to experience more and make lasting memories.
Through targeted marketing efforts and strategic partnerships, RAKTDA has successfully positioned Ras Al Khaimah as an attractive destination for summer travel. The preliminary results of the ‘Get More’ campaign highlight its effectiveness in capturing the interest and engagement of the target audience across multiple markets.
As the campaign continues until September 2023, Ras Al Khaimah is poised to welcome more visitors seeking unique experiences, breathtaking landscapes, and unforgettable adventures. Whether it’s a family vacation, a nature retreat, an adrenaline-filled getaway, or a relaxing beach escape, Ras Al Khaimah has it all, and the ‘Get More’ campaign ensures that travelers are aware of the incredible possibilities that await them in the Nature Emirate.
