The UAE's Ras Al Khaimah introduces new ad campaign

The UAE's Ras Al Khaimah introduces new ad campaign

Named 'All About You', the campaign features a cat visiting tourist sites across the emirate

The UAE's Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched a new ad campaign starring a cat. 

With the accompanying hashtag #PurrrfectVacation, the campaign's cat character is inspired by the memory of a real cat called Leo who found a home in Ras Al Khaimah after being rescued from RAK Animal Welfare Centre. Leo became a much-loved social media icon for the destination, highlighting it's outdoor escapades,

This latest consumer campaign will be featured  across digital and social media channels. In it, the cat journeys across the emirate to experience beach days, beautiful sunsets and mountain adventures, 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.  

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RAKTDA CEO Raki Phillips said: “Ras Al Khaimah’s wealth of experiences comes to life in a whimsical way in our new campaign. The decision to choose a cat character for Ras Al Khaimah’s latest marketing campaign is a strategic one based on consumer insights, brand alignment and research that shows ad campaigns featuring mascots are 37% better positioned for greater market share.

"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.” 


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. 

Starting with an introductory video telling the cat’s backstory of how he was rescued, three short films and images will follow, in which Ras Al Khaimah’s pristine beaches, diverse hotels and Jebel Jais, the highest peak in UAE, play host to the visitor. 

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