Y&R flies off with RAK Airways creative and media brief

UAE airline RAK Airways has appointed Y&R Dubai to manage its creative and media business following a pitch.

The airline, which operates out of RAK International Airport in the emirate of Ras Al-khaimah, was founded in 2006 and launched operations in early 2007. It is seeking to build its fledgling brand following a couple of years of uncertainty.

The carrier suffered during the financial crisis that began in 2008 and was forced to close its operations in 2009, before announcing late last year that it would resume with a ‘value-for-money’ business model that would placed it somewhere between a full-service and low-cost carrier.

RAK Airways’ CEO, Omar Jahameh, said: “Y&R displayed an understanding of our brand and where we wanted to take it in the future. We’ve an exciting proposition and Y&R brought that to life in a tone commensurate with our principles.”

Matthew Collier, client services director at Y&R Dubai, added: “RAK Airways is at an exciting part of its evolution as a brand. It has a unique proposition and our remit is now to take the brand to the next level, and make the very rational benefits of RAK Airways’ offering clear to consumers.”