The Ras Al Khaimah Tourism Development Authority (RAKTDA) has introduced a bold new marketing campaign, ‘RAK Summer Unscripted’. Its goal is to prompt UAE residents to experience again the delight of spontaneous staycations. In addition, it breaks away from polished travel advertising. So, the campaign celebrates unfiltered, raw, and authentic travel moments.
A Story That’s As Real As the Destination
The creative agency of the RAKTDA, Impact BBDO, decided to cheat the scripted marketing ad and stand themselves in the Ras Al Khaimah experience. So, the RAKTDA’s CEO, Raki Phillips, became an unexpected voiceover artist because everyone recorded the planned radio ad. Therefore, this twist perfectly highlights the spirit of the campaign, i.e, unplanned, lighthearted, and full of genuine charm.
Alka Winter, Vice President of Destination Marketing & Communications at RAKTDA, summed it up by saying, “This is not your typical destination marketing because Ras Al Khaimah is not your typical destination”.
RAK Summer Unscripted Perfectly Imperfect Visuals
Instead of using stock content, this campaign features photos with calculated imperfection. Do you know the best thing? It does not have images taken by professional photographers. Instead, it has photos shot by people who happened to be there, like Marj from finance or Ian from procurement.
In addition, it has witty captions, awkward selfies, and even vlog cut by a phone over all form part of the fun. In addition, short films highlight mishaps that most travelers experience, but don’t share. Therefore, these clips make the campaign more relatable. So, the message is clear: “Book your vacation and allow your story to unfold in unscripted, unforgettable, and uniquely Ras Al Khaimah.”
Why Ras Al Khaimah is the Ultimate Unscripted Getaway
The campaign speaks directly to the residents of the OAE who are looking for memorable and last-minute trips. In addition, Ras Al Khaimah offers many staycation experiences, like luxury beachfront resorts. In addition, you can enjoy mountain adventures on Jebel Jais, kayaking in serene mangroves, or camping under the desert stars.
All these perks encourage visitors to toss away their plan. So, the RAK Summer Unscripted enters into the growing trend of travel authenticity, where the best memory comes from the unexpected moments.
RAKTDA is proving that sometimes the best trips are those that you don’t plan with this campaign. In addition, it aims to offer a combination of nature, adventure, culture, and relaxation.
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