Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its latest destination marketing campaign, Not a Vacation…Our Vacation, marking a shift in how the emirate presents itself to travellers. Moving beyond conventional tourism narratives, the campaign takes a witty and contrast-driven approach, positioning Ras Al Khaimah as a place where visitors don’t just take a break – they discover something refreshingly different.
At the heart of the campaign is a hero film, directed by Mark Middlewick and produced by Goldmine, with creative direction from Impact BBDO. The film contrasts the familiar with the extraordinary, highlighting what makes Ras Al Khaimah different. Through a
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