United Arab Emirates   |  2019

Visit Ras Al Khaimah Global Destination Marketing

Entrant Company

Crowd

Category

Marketing Effectiveness

Client's Name

Ras Al Khaimah Tourism Authority Department

Sub-Category

Digital Marketing Campaign

Experience Level

Agency

Ras Al Khaimah Tourism Development Authority (RAK TDA), was established as a government entity, with a mandate to license, regulate and monitor Ras Al Khaimah’s tourism and hospitality industry. The authority’s main purpose is to develop tourism infrastructure and promote the Emirate domestically and abroad, to both consumers and businesses. Crowd were appointed as RAK TDA’s lead integrated agency to promote the destination, create more awareness, drive visitor booking and numbers in the destination and to promote and sell their partnered or joint investment products and experiences. Their main KPIs were hotel bookings across the destination, social media growth and engagement as well as website traffic. Inheriting the brand’s most recent campaign #iFoundRAK, which launched in November 2017 to encourage discovery around the destination, we had to work against aggressive timescales to turn around a new strategy that catered and resonated with target audiences. With a media budget of over AED 1m, cross-channel campaigns split across international and domestic markets ran during Q1 (January-April 2019). The following channels included: Programmatic display Programmatic video Programmatic B2B (OTPs) Search Gmail ads Social media OOH and radio Print advertising Landing page


2019
United States
Howard Hughes

Entrant Company

Agency Fifty3

Sub Category

Real Estate

2019
United States
Color of Change

Entrant Company

Zuleika Arroyo

Sub Category

Other

2019
Canada
V2V
V2V

Entrant Company

VERB Interactive

Sub Category

Advertising Campaign

2019
Malaysia
AirAsia Group Berhad

Entrant Company

Rethink Sdn Bhd

Sub Category

Corporation