#iFoundRAK

Ras Al Khaimah Tourism Development Authority needed to create more awareness for the emirate, to encourage visitors and to drive online bookings.

Highlighting the emirates’ various brand pillars of Adventure; Beach and Leisure; History and Culture, the #iFoundRAK campaign was launched by a number of marketing agencies in early 2019.

Following the campaign’s launch, Crowd were approached to consolidate marketing output and strengthen the campaign. As lead agency, we created and delivered strategic marketing and a paid media campaign that significantly boosted hotel bookings across the destination, driving social media growth and engagement, and increasing traffic to the website.

Together, we created a campaign that would deliver exceptional results.

Challenge

Crowd inherited the client’s campaign #iFoundRAK, but did not inherit the data related to it. With no data to reference, we utilised a variety of market insights, statistics and technology sourced, demographic metrics to guide campaign direction.

Timeframes were also a challenge. We needed to produce an all-encompassing, global promotional plan, that catered for and resonated with all target audiences, within a few weeks.

Solution

Research completed, we kickstarted a large-scale media plan. Crowd conceptualised and produced hundreds of creative assets, each promoting central themes. This campaign enabled us to systematically test key messaging and audience response across various markets and languages. We optimised campaigns and reallocated budgets according to the best performing ads. All advertisements ran in English, Arabic, Russian and German.

Research. Logic. Data. An intelligent pathway to optimisation.

Our plan worked, and the first campaign we ran for Ras Al Khaimah Tourism Development Authority resulted in a record number of visitors in August 2019, resulting in 5% growth year-to-date (Jan 2020). Radio advertising on the major radio stations in the UAE in English and Arabic; Out-of-Home ads were showcased in Dubai Mall’s high traffic areas – the Aquarium and Ice Rink.

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