Ras Al Khaimah partners with Beautiful Destinations in latest tourism campaign

It aims to drive brand identity in key markets, as well as increase awareness in new territories

Ras Al Khaimah Tourism Development Authority partners with Beautiful Destinations, using the power of short-form video in a new creative video campaign. 

As a destination of the future, RAKTDA takes a fresh approach to the traditional media campaign with an experiential destination itinerary through short form video. 

The  campaign is live across RAKTDA’s leading markets across three phases with different themes: Mountain Adventures, What to do in RAK and Desert Beyond the Dunes. 

It aims to drive brand affinity and consideration in key markets, as well as increase awareness in new territories through ‘showing’, rather than ‘telling’ potential visitors what awaits them in Ras Al Khaimah.

Working with the online travel communities of over 50 million followers on social media, Beautiful Destinations has created high profile and impactful video-led tourism campaigns for destination marketing organisations worldwide.

In this latest partnership, 30 pieces of stunning vertical short-form video content have been created in engaging cinematic style, highlighting Ras Al Khaimah’s diverse experiences, to reach travel audiences through ‘real’, snackable content, inspiring travellers as they begin their research, which is increasingly starting and staying  on social media.

Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, said: ““Being agile and pivoting when circumstances call for it is really a part of our DMO culture and this certainly holds true with digital communications – like the one we’re seeing with the rise of short-form video. 

“Working with best-in-class partners such as Beautiful Destinations enables us to swiftly produce content-rich campaigns that reach tourists on their own terms, in the places where they consume content, in the formats that they prefer.”

Jeremy Jauncey, Founder and CEO of Beautiful Destinations, said: “Ras Al Khaimah is a case study on why visual storytelling is so impactful for destination marketing. Through this partnership with RAKTDA, we succinctly captured the sheer breadth of the emirate, through stunning landscapes, nature and experiences creating the kind of content that consumers today want to see.”

“Beautiful Destinations is thrilled to be the partner for this campaign, and I am looking forward to seeing the results of the powerful short-form content we have created together.”