Ras Al Khaimah Tourism Development Authority (RAKTDA) has announced its latest brand campaign, introducing Leo the cat as the face of the emirate’s #PurrrfectVacation.
The campaign aims to showcase Ras Al Khaimah as an ideal destination for relaxation and outdoor adventures.
The star of the campaign is a cat character inspired by the real-life story of Leo, a rescue cat in Ras Al Khaimah.
Who is Leo the Cat featured in Ras Al Khaimah’s tourism campaign?
Leo became a beloved social media icon, capturing the essence of the emirate’s outdoor experiences, from beach days to mountain adventures.
Created by FABLEfx, the renowned creature animation studio known for its work on major projects such as Hulu’s The Great and ad campaigns for BMW, Ferrero, and HBO Nordic, the consumer campaign will be launched across popular digital and social media platforms.
The cat character will take viewers on a journey through Ras Al Khaimah, showcasing its many landscapes, tranquil sunsets, and captivating mountain vistas, all while exuding a laid-back demeanor.
Ras Al Khaimah is portrayed as a place for relaxation, serenity, and exploration, as seen through the eyes of “the world’s most relaxed cat.”
“The presence of the cat in our campaign resonates with our target audience and adds to its likeability, with scores of up to 90 percent among tested campaigns in all markets,” Raki Phillips, CEO of RAKTDA said, adding that the use of mascots in advertising campaigns has shown a 37 percent increase in market share, reinforcing the choice of the feline star.
Inside Ras Al Khaimah’s ‘All About You’ campaign
The ‘All About You’ campaign will specifically target customers in key source markets for Ras Al Khaimah, aiming to attract new visitors by creating an emotional connection through the cat character’s emotive backstory.
The campaign will consist of an introduction video sharing the cat’s rescue and adoption story, followed by three short films and images highlighting the emirate’s pristine beaches, diverse hotel offerings, and the iconic Jebel Jais, the highest peak in the UAE.
Adding an interactive element to the campaign, gamification will be incorporated to enhance brand awareness and loyalty.
Visitors to the campaign’s website, can participate in a game where they collect vacation essentials in a beach bag for a chance to win exciting prizes, including an all-expenses-paid trip to Ras Al Khaimah and discount vouchers.
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