A cat is the star of Ras Al Khaimah Tourism Development Authority’s latest model marketing campaign, All About You.
In the marketing campaign, the cat showcases the Emirate as the best place for a #PurrrfectVacation.
The cat character is impressed by the reminiscence of an actual cat named Leo, who discovered a home in Ras Al Khaimah after being rescued from RAK Animal Welfare Centre.
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Leo grew to become a social media icon, highlighting the out of doors adventures available within the Emirate.
Created by FABLEfx, a creature animation studio, the buyer marketing campaign has launched throughout the most well-liked digital and social media channels.
In the marketing campaign’s clips and movies, the cat journeys throughout the Emirate to expertise chilled-out seashore days, lovely sunsets, and mountain adventures that await guests – all whereas sustaining his laid-back manner.
A place to calm down, unwind and have an excellent time, Ras Al Khaimah involves life as a place to disconnect, search serenity, and discover with curiosity, all via the eyes of “the world’s most relaxed cat”.
A cat is the embodiment of unparalleled leisure and the right image for this marketing campaign.
Just like this cat, guests to Ras Al Khaimah can be happy and relaxed after they trip on this Emirate.
In the marketing campaign’s narrative, the cat will present guests how they will take a step away from fast-paced residing, decelerate, and discover calm with a keep in Ras Al Khaimah.
Bringing within the feline mascot
Highlighting the strategic choice behind utilizing a cat in its marketing campaign, Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority, mentioned: “Ras Al Khaimah’s wealth of experiences involves life in a whimsical method in our new marketing campaign.
“The choice to decide on a cat character for the Ras Al Khaimah’s latest advertising marketing campaign is a strategic one that’s primarily based on shopper insights, model alignment and analysis that reveals advert campaigns that includes mascots are 37 per cent higher positioned for higher market share.
“This was bolstered with a YouGov survey that validated that the presence of the cat in our marketing campaign resonates with our target market and provides to its likeability with scores of as much as 90 per cent amongst examined campaigns in all markets.
“This creative campaign will help put the Emirate on the map for new tourists, with the help of a fascinating and memorable character, who was once a real-life and beloved icon in the Emirate.”
All concerning the marketing campaign
The All About You marketing campaign will goal prospects in key supply markets for Ras Al Khaimah and goals to draw new guests utilizing a loveable persona with an emotive backstory.
The marketing campaign kicks off with an introduction video telling the cat’s backstory of how he was rescued and made a home in Ras Al Khaimah.
Followed by three quick movies and pictures which is able to present the cat travelling to Ras Al Khaimah’s seashores and inns in addition to Jebel Jais, the very best peak in UAE, as its “most relaxed visitor”.
The marketing campaign can even function a gamification side.
Visitors to the marketing campaign’s web page will be capable to play a recreation, the place they use a seashore bag to gather as many trip necessities as they will for an opportunity to win prizes together with an all-expenses-paid journey to Ras Al Khaimah and low cost vouchers.
