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 mix of humour and striking visuals, it challenges common travel expectations and showcases the emirate’s diverse landscapes, cultural heritage and adventure offerings.
The emirate is framed as a ‘Detour Destination’, a term highlighted in Expedia’s Unpack ’25 report, which identifies a growing traveller preference for unique, off-the-beaten-path experiences.
“When RAKTDA approached us with this project, we saw an opportunity to push the boundaries of traditional destination marketing,” said Martino Caliendo, Creative Director at Impact BBDO. “We wanted to challenge expectations, using humour and contrast to highlight the unique ‘RAK Effect’ – a place where curiosity leads to something truly different.”
A digital-first, multi-platform approach
The campaign has been designed as a fully integrated digital experience, ensuring sustained engagement across multiple platforms.
“We are rolling out a strong social media strategy across Instagram, TikTok, Facebook, and YouTube,” said Alka Winter, Vice President, Destination Marketing & Communications at RAKTDA. “Shorter edits in multiple languages will run as paid digital ads, while organic content will keep the conversation going across our platforms.”
A key component of the campaign is influencer partnerships, where travel and lifestyle content creators will experience Ras Al Khaimah first hand and share their journeys through immersive storytelling.
“Influencer collaborations play a central role in amplifying the campaign’s message,” Winter explained. “Travel creators and lifestyle influencers will experience Ras Al Khaimah first hand, sharing their unique perspectives through immersive storytelling and campaign hashtags. Their content will bring the campaign’s playful energy to life and showcase the destination in a way that feels fresh, authentic and engaging.”
Additionally, RAKTDA is working with strategic partners to expand the campaign’s reach. “The film and its cutdowns will be shared across their platforms to engage a wider global travel audience,” Winter added. “This campaign is not just about showcasing Ras Al Khaimah – it’s about inviting people to see it through a completely new lens, one that is dynamic, unexpected and full of personality.”
Measuring the impact of Not a Vacation…Our Vacation
RAKTDA is taking a data-driven approach to evaluate the campaign’s impact, tracking a combination of awareness, consideration and conversion metrics.
“For awareness, we look at reach, impressions and video views to see how many people are engaging with the campaign,” Winter said. “We also monitor share of voice to understand how we compare in the market.”
“Engagement and consideration metrics help us assess how well the campaign is resonating with audiences. We track likes, comments, shares, and saves to measure interaction, while website traffic, time spent on key pages, and itinerary views give us insight into deeper interest. Search demand and brand lift studies help us gauge shifts in perception and intent to visit.”
“At the end of the day, success is about conversion,” Winter explained. “We track actual bookings from key source markets to see how the campaign is turning interest into action. By continuously optimising based on these insights, we ensure that the campaign is not just driving awareness but is also making a tangible impact.”
Aligning with Ras Al Khaimah’s long-term vision
The campaign supports Ras Al Khaimah’s broader strategy of sustainable tourism growth and positioning itself as one of the region’s fastest-growing tourism destinations.
“While other destinations focus on familiar tourism clichés, Ras Al Khaimah is carving out its own space by embracing a playful, unexpected and adventure-driven approach,” Winter noted. “This campaign challenges perceptions and invites people to experience something new – whether that’s unspoiled nature, authentic culture, or adrenaline-fuelled adventure.”
Winter also emphasised the long-term significance of the campaign. “Not a Vacation…Our Vacation is more than just a marketing campaign – it’s a bold statement about what makes Ras Al Khaimah different,” she said.
Winter sees the campaign as part of a broader shift in how Ras Al Khaimah positions itself globally. “As the emirate continues to invest in new hospitality, infrastructure, and connectivity, this campaign helps reinforce its reputation as a destination that is fresh, dynamic, and full of untapped potential,” she said. “Ras Al Khaimah is not just another vacation spot. It is an experience,” she said. “This campaign is setting the tone for how we tell that story moving forward.”
With Not a Vacation…Our Vacation, RAKTDA aims to redefine how Ras Al Khaimah is perceived by global travellers. By leveraging digital engagement, storytelling and a data-driven strategy, the campaign seeks to solidify the emirate’s status as a destination that offers something different.
Credits
Client: RAKTDA
Alka Winter, Vice President, Destination Marketing & Communications
Serdar Senay, Director, Destination Promotion & Digital Marketing
Faisal Riaz Khan, Destination Content Creator
Agency: Impact BBDO
ECD: Johannes De Beer
Associate Creative Director: Martino Caliendo
Copywriter: Tariq Vinayakan, Simon Raffaghello
Designer: Lucia Tammaro
Account Management: Beto Ghidini, Justine Dib
Strategy: Sebastian Roland, Ricardo Gasparian
Production: Rany Sarouphim, Mohamed Soueid
Production House: Goldmine Films
Director: Mark Widdlewick
