DigitalFeaturedSocialThe Work

RAK Tourism takes on a cat mascot

A cat is the star of Ras Al Khaimah Tourism Development Authority’s latest brand campaign, All About You.

In the campaign, the cat showcases the Emirate as the ideal place for a #PurrrfectVacation.

The cat character is inspired by the memory of a real cat named Leo, who found a home in Ras Al Khaimah after being rescued from RAK Animal Welfare Centre.

Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai. To find out more click here.

Leo became a social media icon, highlighting the outdoor adventures available in the Emirate.

Created by agency Interesting Times and FABLEfx, a creature animation studio, the consumer campaign has launched across the most popular digital and social media channels.

In the campaign’s clips and videos, the cat journeys across the Emirate to experience chilled-out beach days, beautiful sunsets, and mountain adventures that await visitors – all while maintaining his laid-back demeanour.

A place to relax, unwind and have a good time, Ras Al Khaimah comes to life as a place to disconnect, seek serenity, and explore with curiosity, all through the eyes of “the world’s most relaxed cat”.

A cat is the embodiment of unparalleled relaxation and the perfect symbol for this campaign.

Just like this cat, visitors to Ras Al Khaimah can feel free and relaxed when they vacation in this Emirate.

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.

Bringing in the feline mascot

Highlighting the strategic decision behind using a cat in its campaign, Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority, 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 the Ras Al Khaimah’s latest marketing campaign is a strategic one that is based on consumer insights, brand alignment and research that shows ad campaigns featuring mascots are 37 per cent better positioned for greater market share.

“This was reinforced with a YouGov survey that validated that the presence of the cat in our campaign resonates with our target audience and adds to its likeability with scores of up to 90 per cent among tested campaigns in all markets.

“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.”

All about the campaign

The All About You campaign will target customers in key source markets for Ras Al Khaimah and aims to attract new visitors using a loveable persona with an emotive backstory.

The campaign kicks off with an introduction video telling the cat’s backstory of how he was rescued and made a home in Ras Al Khaimah.

Followed by three short films and images which will show the cat travelling to Ras Al Khaimah’s beaches and hotels as well as Jebel Jais, the highest peak in UAE, as its “most relaxed visitor”.

The campaign will also feature a gamification aspect.

Visitors to the campaign’s page will be able to play a game, where they use a beach bag to collect as many vacation essentials as they can for a chance to win prizes including an all-expenses-paid trip to Ras Al Khaimah and discount vouchers.