Ras Al Khaimah
The 360° Approach
To introduce a lesser known destination in the Emirates, its beautiful beaches and the tallest mountains in the region.
We developed a campaign plan that would allow us to tell the story of this hidden gem via TV, print, online and social media channels. We organised press conferences for 500 leading media outlets and influencers in the UK consumer and trade industry, intimate dinner events with destination representatives
and travel editors, press trips and one-on-one media meetings and interviews. We developed an online newsroom and we also set up sales calls and TO, OTA and TA training sessions.
We produced a destination video showcasing the best the region has to offer which is used for trade promotional purposes and consumer access, having reached over 1 million accesses in just a few days and thousands of positive engagement via social media.
Trained travel professionals: 2,000
Coverage: 120, including CNN, BBC World, BBC TV, BBC Radio, CNBC, Sunday Times, Conde Nast Traveller
AVE: £1,2 million
Award: Best online video / videography/ cinematography on US Telly Awards
Oh, and 28% rise in tourism arrivals.
What The Media
“The NEW holiday hotspot in the UAE”
– Daily Express
“One Of The Top 50 Destinations”
– Sunday Times
“The up-and-coming Emirate at the northern tip of UAE”
– Marie Claire
“Your next holiday destination”
“You need to get Ras Al Khaimah on your bucket list”
– The Travel Hatch