Alka Winter, Vice President, Destination Marketing and Communications, Ras Al Khaimah Tourism Development Authority (RAKTDA).Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review is by Alka Winter, Vice President, Destination Marketing and Communications, Ras Al Khaimah Tourism Development Authority (RAKTDA).
Ahmed Seddiqi: The Difference Time Makes
The Create. Group did a fantastic job here in terms of visuals. The campaign isn’t overdone or over the top and genuinely shows the heritage and lineage of the brand, which is cool to see.
I would have expected a bit more of an opportunity to showcase what types of luxury products they carry. I’m also not sure why removing ‘And Sons’ is a focal point of their brand relaunch, but I think that’s a topic for another conversation. All in all, it’s timely and classic, just like the brand.
Holsten: Georgina’s Favourite Treat
I liked this one because it speaks to Saudi’s culture and neighbourhoods. I question the use of Georgina for this. I know she lives there with her family, but I don’t quite get her affinity for Holsten. I couldn’t see the relatability with the product or with the local nature of this campaign.
That said, the work was very well shot, clever, funny and humorous.
I appreciate the use of sound in this campaign. Sonic branding tends to not be employed very much or as effectively. Here, it shows the speed of transfer in a well-executed manner: delivered and fast.
My only challenge is: does the ad really attract the audience that it hopes will use this service? Is this the audience that also uses Careem for car rides and other applications that it has? I think consumers feel secure sending money through traditional means such as bank transfers.
So, determining who the audience is for this campaign and whether they would use that service would provide clarity.
A clever campaign, especially targeting those of us who are here during the summer. It is hot, and the logic of burning brown fat in colder temperatures certainly makes sense. I think it benefits from the fact that it’s not only applicable to the summer; it also has potential to be done all year round, which would be key for the brand.
The film runs a bit too long with the commentary, but Gideon shivering in the ice bath really stole the show. The explanation was fine, but one tends to stop listening after a while.
Tie House: 30 Years of Tie House
This campaign is informative. I don’t understand Arabic, but I can understand how celebrating key moments in life requires having the proper attire.
Using a footballer, whose acting was really good, is a great use of a celebrity. He really fit the role. You wouldn’t even know that he is a celebrity, unless you knew of him, because he’s such a good actor. That really goes up stock-wise in my books.
By Alka Winter, Vice President, Destination Marketing and Communications, Ras Al Khaimah Tourism Development Authority (RAKTDA).
