In an intriguing blend of whimsy and strategy, Ras Al Khaimah Tourism Development Authority has unveiled its latest promotional marvel: a campaign centred around a charmingly relaxed feline character. This innovative approach is a leap in creativity and a strategic masterstroke, resonating deeply with the essence of vacationing – relaxation, adventure, and the unexpected.
The star of this campaign is a cat character, an ode to the beloved real-life Leo, a rescue from the RAK Animal Welfare Centre. With his adventurous spirit, Leo became a social media sensation, embodying the vibrant escapades Ras Al Khaimah offers. From tranquil beach lounges to heart-pounding mountain adventures, Leo’s legacy lives on through this animated persona.
FABLEfx, an award-winning creature animation studio known for its work in Hulu’s “The Great” and various high-profile ad campaigns, brings this character to life. The digital campaign sprawls across popular social media platforms, narrating the cat’s exploration of Ras Al Khaimah’s myriad attractions. Viewers are treated to serene beach days, breathtaking sunsets, and thrilling mountain escapades, all seen through the eyes of the “world’s most relaxed cat.”
Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority, emphasizes the strategic foundation of this creative leap. “This campaign is a whimsical yet calculated move, aligned with consumer insights and market research. Our decision to feature a cat character is backed by studies showing mascots can significantly enhance market share,” Phillips explains. A YouGov survey supports this, indicating high likeability scores for the campaign, mainly due to the cat’s presence.
Dubbed the “All About You” campaign, this initiative targets vital markets to attract new visitors. It begins with a heartwarming video of the cat’s rescue and settlement in Ras Al Khaimah, followed by short films and images. These visuals highlight the cat’s adventures and showcase Ras Al Khaimah’s pristine beaches, luxurious hotels, and Jebel Jais, the UAE’s highest peak.
Adding an engaging layer to this campaign is an element of gamification. Visitors to visitrasalkhaimah.com/all-about-you can partake in a game, collecting vacation essentials to win prizes like an all-expenses-paid trip to Ras Al Khaimah and discount vouchers.
In summary, Ras Al Khaimah’s latest campaign is not just a marketing endeavour; it’s a narrative woven with emotion, strategy, and a deep understanding of what makes a vacation perfect. It positions the Emirate as a destination and a story waiting to be explored, with a feline guide symbolizing the ultimate relaxation and adventure.
Written by: Michelle Warner
