Ras Al Khaimah Tourism Development Authority has revealed results of Get More, its new campaign to position the Emirate as a summer destination for domestic and international travelers.
Launched in April and running until the end of September this year, the campaign has seen exceptional results at the start of summer, specifically in key markets such as India, Kazakhstan, Germany and KSA.
It has generated more than 336 million impressions and seen high engagement with 1.2 million clicks, as well as above 85 per cent video completion rates in KSA and Kuwait.
The campaign takes the travel ecosystem into account covering B2B and B2C marketing across 10 key markets, including UAE, UK, Germany, GCC, India, Czech Republic, Slovakia, Poland and Kazakhstan.
Using a full mix of channels including social media, programmatic, in-flight videos, digital outdoor and nuanced campaign assets, Get More aims to drive brand affinity in key markets, increase reach and awareness in new geographies and drive visits in low seasons.
From in-flight videos on Air Astana, Kazakhstan’s airline, to buses in Poland and even an in-market ice cream activation challenging partners to get more flavours of Ras Al Khaimah such as pearlstachio, vanilla jais or berry grylls, the campaign reaches wide with a range of touchpoints.
“Through curated content designed to appeal to specific audiences and traveller preferences, Get More brings to life a breadth of experiences to be discovered.” said, Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority.
“The post-pandemic travel experience has flipped the script on what a vacation should look like, calling for destinations that are relevant and responsive in a dynamic sector. Through positioning the Emirate as accessible, down to earth yet brimming with things to do and see, we will resonate with a wider audience and draw more visitors to the destination this summer and beyond.”
Ras Al Khaimah offers a range of tourist attractions to explore, from mountains, mangroves, deserts to destination resorts, beaches and more. With the campaign, RAKTDA is spotlighting the Emirate as a one-stop destination for family, nature and adventure.
It highlights the city emerging as a regional leader in sustainable tourism, focusing on the environment, culture, conservation and live ability.
Featured in Time magazine’s world’s greatest places of 2022 and CNN travel’s best destinations to visit in 2023, 2022 was a pivotal year for Ras Al Khaimah’s tourism. The Emirate attracted 1.13 million annual visitors – the highest number of arrivals pre-pandemic levels.
Infrastructure-wise, it saw a 17 per cent yearly growth in hotel supply to over 8,000 keys. Taking the Emirate a step closer to its goal of securing three million annual visitors by 2030, the momentum has continued this year, with visitor numbers growing almost 13 per cent in Q1 of 2023, compared to Q1 of 2022.