RAS Al Khaimah Tourism Development Authority Wins Two Gold Medals for New Destination Brand at MEA Transform Awards

Ras Al Khaimah, United Arab Emirates: Ras Al Khaimah Tourism Development Authority (RAKTDA) has been honored at the 2022 MEA Transform Awards, winning top honors including two gold spots at the annual celebration of brand work the best and the most transformative in the Middle East and Africa.

Ras Al Khaimah Tourism Development Authority and Strategic Brand Partner Sputnik Floyd has been recognized by industry experts for the highly successful and impactful launch of its tourism brand vision and identity in 2021 with two medals Gold for “Best Brand of Place or Nation” and “Best Visual Identity”. for the travel and tourism sector”, the silver for the “best creative strategy” and the bronze for the “best visual identity for the public sector”. Created to recognize best practices in corporate, product and global brand development, the Transform Awards recognize excellence across the entire brand development process, from creativity to strategic planning, and serve as benchmark for brand and reputation change in the region.

Building on the foundations of the emirate’s beautiful natural landscape, the Ras Al Khaimah Tourism Development Authority’s new vision and destination brand has redefined the emirate’s narrative and clearly articulated what Ras Al Khaimah represented in the new era of post-pandemic travel. Led by an integrated campaign that translated into immediate tangible benefits, the reimagined brand brought to life the destination’s ability to deliver the perfect travel experience for the new normal.

Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, said, “It’s great to see our innovation and creativity recognized by Transform MEA. The travel and tourism industry has gone through a period of unprecedented disruption over the past two years. In this context, we understood the need to rethink tourism and the place of our emirate within it. Today’s travelers are looking to go beyond the traditional vacation experience, in search of fulfilling new experiences where they can immerse themselves in the destination and gain a sense of travel. Our new brand and our new positioning have played an important role in the rebound of the emirate; we welcomed just under a million visitors last year, returning to near pre-pandemic levels faster than any other destination in the region.

Alka Winter, Vice President, Destination Marketing & Communications, Ras Al Khaimah Tourism Development Authority, said: “What makes this recognition significant is that the tourism community of Ras Al Khaimah was not only behind this new vision , but that she contributed to its co-creation. with ideas and support. Adding: “I saw the rollout of our new destination brand in many markets first hand, in person and despite cultural nuances, language barriers etc., everyone understood what the destination stood for thanks to the visceral nature of the logo representing nature to the stunning visual material of leading digital content creators.

To create the new brand identity, the Ras Al Khaimah Tourism Development Authority and lead partner Sputnik Floyd undertook a series of interviews and focus groups with community stakeholders, government entities in Ras Al Khaimah as well as partners in major international source markets. Analyzing the travel patterns emerging in the wake of the ‘great reset’, the team quickly realized that Ras Al Khaimah was perfectly suited for the new era of post-pandemic travel with its natural and expansive spaces, its breathtaking topography and its mountain ecosystem. This new identity has also inspired the emirate’s new ‘RAKashida’ logo, which is inspired by the concept of ‘kashida’ in Arabic calligraphy – a line that connects letters to form a word. Just as Arabic calligraphy flows gracefully, the RAKashida represents the three key natural elements of the emirate, the mountain and the marine desert. The RAKashida also represents the personalized tourism experiences the destination offers, including a rich history, written by the hand of its ancestors. And, just as the Kashida connects letters to form a word, the RAKashida connects different worlds – and people.

Launched at the Arabian Travel Market in 2021, the team has also worked with global social brand Beautiful Destinations. Creation of a series of premium teasers and hero destination videos and various travel cuts, to bring the campaign even more to life and create cuts in a crowded market dominated by campaigns from major destinations such as Jordan, Egypt, Japan and Sri Lanka. By leveraging Beautiful Destinations’ digital platforms to reach millions of subscribers and amplify the campaign, the Authority was able to appeal to a range of traveler preferences and audiences. The new positioning successfully captured the imagination of a growing segment of travellers, reaching 74% of the expected audience universe, over-indexed against the industry target of 50-60%, and delivering a robust rate of social engagement, well above the reference average.

To learn more about Ras Al Khaimah and plan your trip, visit visitrasalkhaimah.com, or visit its social platforms Instagram, YouTube and Facebook.

About Ras Al Khaimah Tourism Development Authority (RAKTDA)
The Ras Al Khaimah Tourism Development Authority (RAKTDA) was established in May 2011 under the government of Ras Al Khaimah. RAKTDA aims to develop the emirate’s tourism infrastructure and make Ras Al Khaimah a world-class destination for leisure and business travel, creating sustainable investment opportunities and improving the quality of life of its people. residents. In order to achieve its objectives, the Authority has a government mandate to license, regulate and monitor the tourism and hospitality industry in the emirate.


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