Initially running through March, the new dynamic campaign includes a new emblem, supported advertising in travel trade & consumer media and a creative strategy to raise awareness about Ras Al Khaimah’s new identity and destination positioning.
One of the fastest growing tourism destinations in the world, Ras Al Khaimah boasts a rich culture and long-standing history, dating back 5,000 years, showcased by an array of archaeological sites and breathtaking natural vistas, from golden sand beaches, awe-inspiring terracotta dunes and a green belt of date palms to Jebel Jais, the highest mountain in the UAE.
“It is our priority to enhance the destination awareness and demonstrate its diverse natural assets to a global audience, positioning Ras Al Khaimah as a world-class destination of choice for authentic arabian culture and experiences”, said Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority. “We are planning to use every opportunity to demonstrate that our Emirate is rich in culture, heritage and traditions.”
The Ras Al Khaimah emblem, rendered in a contemporary graphic style, is a main focal point of the rebranding campaign and represents the Emirate’s most iconic landmark and symbol of heritage: the watch tower. Along with a new logotype, featuring a modern take on Arabic calligraphy, the emblem pays homage to Ras Al Khaimah’s enduring history in the region, while creating an immediately recognizable brand image that coveys the Emirate’s cultural heritage, traditional values and Arabic personality.
Aiming to attract one million tourists to the Emirate by 2018, the Ras Al Khaimah Tourism Development Authority also plans to diversify its world-class hotel and resort portfolio, increase routes to and from the destination via Europe, restore historical sites and enhance digital platforms with the introduction of new apps and services.