Visit Ras Al Khaimah Global Destination Marketing

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