A ‘super cool’ feline is the star of Ras Al Khaimah Tourism Development Authority’s latest brand campaign, which showcases the Emirate as the ideal place for a #PurrrfectVacation.

The ‘’All About You” campaign will target customers in key source markets for Ras Al Khaimah and aims to attract new visitors by driving affinity using a loveable persona with an emotive story, said a statement.

The cat character is inspired by the memory of a real cat named Leo, who found a home in Ras Al Khaimah after being rescued from RAK Animal Welfare Centre. He became a much-loved social media icon, highlighting the outdoor escapades available in the Emirate, from the serene to the exhilarating.

Created by FABLEfx, the award-winning creature animation studio behind major filming projects, including Hulu’s The Great and ad campaigns for BMW, Ferrero & HBO Nordic, the consumer campaign launches across the most popular digital and social media channels.

In it, the cat journeys across the Emirate to experience chilled-out beach days, beautiful sunsets, and mountain adventures that await visitors – all the while maintaining his laid-back demeanour.

A place to relax, unwind and have a good time, Ras Al Khaimah comes to life as a place to disconnect, seek serenity, and explore with curiosity all through the eyes of “the world’s most relaxed cat”.

The campaign narrative draws inspiration from a cat that is the embodiment of unparalleled relaxation and the perfect symbol for this campaign, said a statement.

Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority, said: “Ras Al Khaimah’s wealth of experiences comes to life in a whimsical way in our new campaign. The decision to choose a cat character for the Ras Al Khaimah’s latest marketing campaign is a strategic one that is based on consumer insights, brand alignment and research that shows ad campaigns featuring mascots are 37% better-positioned for greater market share.

“This was reinforced with a YouGov survey that validated that the presence of the cat in our campaign resonates with our target audience and adds to its likeability with scores of up to 90% among tested campaigns in all markets. This creative campaign will help put the Emirate on the map for new tourists, with the help of a fascinating and memorable character, who was once a real-life and beloved icon in the Emirate.”
The campaign includes gamification, adding yet another engaging dimension to build brand awareness and loyalty. – TradeArabia News Service

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