Ras Al Khaimah Tourism Development Authority (RAKTDA) has taken a different approach for its latest work: RAK. Summer Unscripted, in an effort to differentiate the city from other emirates in the UAE and promote year-round tourism.
Developed in partnership with Impact BBDO, the campaign is a quirky take on summer travel in RAK. Its narrative follows the creative team abandoning their posts to enjoy RAK’s summer offerings, therefore leaving the ‘real tourists’ in charge to showcase the destination’s allure.
Campaign Middle East speaks with leadership at RAKTDA and Impact BBDO for more on insights, strategy, the campaign’s rollout and results.
The brief
Impact BBDO shares that RAKTDA’
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
