Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled the early results of its digital-first campaign, ‘Get More,’ aimed at positioning the Emirate as a desirable summer destination for both local and international travellers.
Since its launch in April, the campaign has exceeded expectations, particularly in key markets such as India, Kazakhstan, Germany, and KSA, generating about 336 million impressions and garnering high engagement, with 1.2 million clicks to date. Remarkably, video completion rates (VCR) in KSA and Kuwait have surpassed 85 per cent.
The ‘Get More’ campaign, which runs until the end of September 2023, seeks to boost summer bookings across Ras Al Khaimah‘s breathtaking hotels and resorts. It adopts a comprehensive approach, encompassing B2B and B2C marketing strategies across ten key markets, including the UAE, UK, Germany, GCC, India, Czech Republic, Slovakia, Poland, and Kazakhstan.
Utilising a wide array of channels such as social media, programmatic advertising, in-flight videos, digital outdoor media, and online travel agencies, the campaign aims to foster brand affinity in established markets, expand reach and awareness in new geographies, and drive visitation during the traditionally low season. From in-flight videos on Kazakhstan’s airline, Air Astana to bus advertisements in Poland, the campaign employs various touchpoints to maximise its reach.
“Through tailored content that appeals to specific audiences and traveler preferences, ‘Get More’ effectively showcases the diverse range of experiences Ras Al Khaimah has to offer. The post-pandemic travel landscape has redefined what people seek in a vacation, and we are responding to these changing expectations by presenting the Emirate as an accessible, down-to-earth destination teeming with attractions and activities. By doing so, we aim to resonate with a broader audience and attract more visitors to our destination this summer and beyond,” expressed Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority.
The travel demand between the UAE and India is swiftly recovering and witnessing continued growth. In response to the dynamic market conditions, Salil Nath, General Manager, Indian Subcontinent, Etihad Airways in conversation with ETTravelWorld said the airline has displayed remarkable agility in adding new destinations where they identify demand and untapped opportunities, including the re-introduction of Kolkata route.
Further, the ‘Get More’ campaign shines a spotlight on the emirate as an all-encompassing destination for family fun, nature exploration, adventurous pursuits, and a cool summer escape. Furthermore, it highlights Ras Al Khaimah’s commitment to responsible and sustainable tourism, with a focus on the environment, culture, conservation and quality of life.The emirate’s efforts have also yielded remarkable results, with the number of annual visitors surpassing pre-pandemic levels and reaching an all-time high of 1.13 million. Additionally, the hotel supply has experienced a 17 per cent year-on-year growth, now offering over 8,000 keys.
These achievements bring Ras Al Khaimah closer to its target of attracting three million annual visitors by 2030. The positive momentum has continued in 2023, with visitor numbers growing by almost 13 per cent in Q1 compared to the same period last year.
