At a time when destinations are being challenged to resonate with those seeking ‘a sense of place’, we at Ras Al Khaimah Tourism Development Authority (RAKTDA) are re-tooling tourism marketing. Our digital-first, integrated brand campaign #RAKCalling shows how emerging destinations can creatively work with content makers to develop a compelling multi-faceted campaign based on real time user behaviour. It not only marks the next chapter in our innovative tourism marketing efforts, but paves the way for brands to ride a new wave of digital consumption.
Insights to inform
Before we set out to capture a share of the post-pandemic wanderlust, it was imperative for us to package the cam
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