May 11, 2022
3 mins read

Ras Al Khaimah Tourism unveils new campaign at ATM 2022

Marking the next chapter in tourism marketing, Ras Al Khaimah Tourism Development Authority (RATKDA) unveils an all-new brand campaign at the Arabian Travel Market (ATM) 2022…reports Asian Lite News

Building on the successful launch of its new vision and brand identity at last year’s ATM, RAK Calling uses integrated social media platforms to follow a group of influencer friends as they discover the nature Emirate. In collaboration with renowned content creators from Europe and the Middle East, the digital-first campaign showcases the diversity of Ras Al Khaimah and a myriad of tourism experiences across its pristine beaches, lush mangroves, sprawling deserts and majestic mountains. Locations include the beautiful Waldorf Astoria Ras Al Khaimah and Jebel Jais, the UAE’s highest peak, with its iconic zipline, unique dining experience Puro 1484 and new and upcoming attractions Jais Wings, RAK Airventure, Jais Sledder and the Wingsuit Diving Platform taking center stage. 

Appealing to those who cherish responsible, meaningful and truly memorable experiences in the new era of travel, RAK Calling will resonate with those seeking ‘a sense of place’ and wanting to ‘live their moments.’ It joins several other leading and emerging destinations that have focused on purposeful, engaging content, including Iceland and New Zealand. Launched today (9th May), creative assets will be released in the Middle East and Europe across multiple languages via digital and social media channels. 

“This campaign marks an exciting next step in providing visitors with immersive content that not only highlights our iconic locations but also gives a sense of how Ras Al Khaimah can make you feel,” said Raki Phillips, Chief Executive Officer of Ras Al Khaimah Tourism Development Authority. “We recognise how important different mediums are in creating something that can easily be understood and remembered by intended audiences. We saw this first-hand when we launched our new brand identity last year with a razor focused approach that was instrumental in helping us achieve almost pre-pandemic visitor numbers in 2021. With RAK Calling, we are on the cusp of the metaverse; it’s an exciting new chapter in the destination’s virtual presence.”

He further added: “This campaign also represents other emerging destinations that don’t have large scale budgets but can creatively work with content makers to develop something super compelling and relevant to today’s audiences.”

The new campaign stars Egyptian actor Sherif Fayed (@sheriffayed) paragliding over the Hajar Mountains in a teaser for the soon-to-be launched Jais Wings experience, as well as Saudi mountaineer Raha Moharrak (@rahamoharrak) experiencing the thrill of the Jebel Jais Flight and UAE-based radio host Kris Fade (@krisfade) rock climbing at Bear Grylls Explorers Camp. Other highlights include:

‘Emirati batman’ Khalifa Al Ghafri (@khalifa_alghafri_uae), Dani Roman (@daniroman_) and Marco Fuerst (@fuerstmarco) gliding over Jebel Jais from the Wingsuit Diving Platform – the first base jump platform in the UAE recently opened for professional base jumpers and wing suit flyers

Dany Neville (@danyneville) hosting a DJ set whilst soaring over Ras Al Khaimah with RAK Airventure, the Emirate’s new tethered hot air balloon experience

Jessica Kahawaty (@jessicakahawaty) and Enjy Kiwan (@enjykiwan) taking on the mountain biking trails at Jebel Jais

Mad Shadz (@madshadz) conquering his fears on the Jais Sledder, the region’s longest toboggan run

Arabian Gazelles (@arabiangazelles) taking on the picturesque mountain roads and hairpin bends

ALSO READ: Spades launches in UAE

German model and reality television star Fiona Erdmann (@fionaerdmann) enjoying the view from 1484 by Puro, the highest restaurant in the UAE

As part of its digital-first approach, Ras Al Khaimah Tourism Authority has also unveiled two redesigned websites for the destination, reflecting the new brand identity announced last year. “We are constantly innovating to provide incredible and seamless experiences for our visitors, which starts even before they set foot in our beautiful Emirate. In the new era of travel, people research their destination in detail before making an informed choice. Our new websites give them a real feel for what our Emirate offers and provide both inspiration and details to make their visit truly memorable,” added Phillips.

To find out more about Ras Al Khaimah’s new campaign, check out YouTube or download directly HERE.  Alternatively, check out the Ras Al Khaimah Tourism Development Authority stand at Arabian Travel Market, ME3310.

Previous Story

18 migrants found dead, 203 rescued off Moroccan coasts

Next Story

Saudi reveals brand new in-flight entertainment system

Previous Story

18 migrants found dead, 203 rescued off Moroccan coasts

Next Story

Saudi reveals brand new in-flight entertainment system

Latest from Arab News

Pakistan Risks Overstretching Itself in Yemen War

Pakistan’s expanding military role in Saudi Arabia amid the Yemen conflict could strain its defence resources and fragile finances…reports Asian Lite News Desk Pakistan’s military involvement in the war in Yemen may prove unsustainable because of mounting financial pressures and competing security demands, according to a new report. Islamabad’s growing military presence in Saudi Arabia risks stretching its defence resources while exposing the country to greater strategic and economic challenges. An article by Andrew Wilson in One World Outlook describes Pakistan’s involvement as a case of “fiscal and strategic overreach”, arguing that the country lacks the financial flexibility to sustain an expanded military commitment. Pakistan’s external finances depend heavily on an International Monetary Fund (IMF) programme, financial support from Gulf countries and remittances from Pakistani workers in the region. The report argues that deeper military involvement in the conflict could place additional pressure on these sources of financial stability. It also warns that deploying troops and military equipment abroad could weaken Pakistan’s capacity to address security challenges along its eastern border and deal with two domestic insurgencies. The move could also draw Islamabad into a conflict it has sought to approach cautiously. A Reuters report in May, citing Pakistani security and government sources, said Islamabad had deployed around 8,000 troops, a squadron of approximately 16 aircraft, mostly JF-17 fighter jets, two drone squadrons and a Chinese HQ-9 air-defence battery to Saudi Arabia. According to those sources, Riyadh was financing the deployment, with Pakistani personnel operating the equipment. The sources also said a confidential agreement contemplated the possibility of deploying up to 80,000 troops. Islamabad has not confirmed those figures, although it has acknowledged its military presence in Saudi Arabia, including the deployment of fighter jets at King Abdulaziz Air Base from April. The One World Outlook article argues that Saudi financial support can cover allowances and operating expenses but cannot easily replace military equipment needed elsewhere or resolve the political and strategic challenges of participating in the Yemen conflict. Pakistan’s defence budget is another concern. For the 2026-27 financial year, the federal government allocated PKR 3 trillion, or approximately $10.8 billion, to defence services. The allocation represents an 18 per cent increase from the original PKR 2.55 trillion provision and amounts to around 2.1 per cent of projected gross domestic product (GDP). Defence spending accounts for approximately 16 per cent of the federal government’s PKR 18.8 trillion expenditure. Military pensions are budgeted separately at PKR 822 billion, while debt servicing costs stand at approximately PKR 8 trillion, more than two-and-a-half times the defence allocation. The report argues that these competing financial obligations leave little room for additional military expenditure without placing further pressure on public finances. Pakistan’s reliance on IMF assistance also limits its fiscal flexibility. The country must meet the conditions attached to the programme, including a primary budget surplus target of 2 per cent of GDP and continued restraint on development spending. According to the article, these requirements make it difficult for Islamabad to finance an additional military commitment without compromising other budgetary priorities. Pakistan’s economic indicators offer limited reassurance. Economic growth for the 2025-26 financial year is estimated at between 3.6 and 3.7 per cent, while inflation reached approximately 10.3 per cent in September following an energy price shock. Foreign exchange reserves stood at around $21.5 billion at the end of September. Although this marks an improvement from the low levels recorded in 2023, the report notes that the reserves cover only a few months of imports. Financial assistance from Gulf partners remains central to Pakistan’s external stability. The article says Islamabad holds approximately $8 billion in Saudi deposits at its central bank. In July, the State Bank of Pakistan said Riyadh had extended the maturity of $5 billion in deposits to December 2028, easing the country’s immediate external financing requirements. A further $3 billion deposit was also extended in the spring. However, the article argues that these arrangements provide temporary relief rather than long-term financial independence, particularly as regional conflict threatens the stability of the Gulf economies on which Pakistan relies. The report concludes that Pakistan faces a difficult balance between supporting Saudi Arabia militarily and preserving the financial and military resources needed to address its domestic and regional challenges.

Houthis Claim Missile Strike on Riyadh Airport

Yemen’s Houthi group claims a ballistic missile struck Riyadh’s King Khalid International Airport, with Saudi authorities yet to confirm the latest attack…reports Asian Lite News Desk Yemen’s Houthi group has claimed responsibility

Saudi Arabia to receive forces under Mecca Defence Alliance

Saudi Arabia, Pakistan and Turkiye have activated collective-defence commitments, agreeing to deploy military capabilities as regional tensions and threats against the Kingdom persist…reports Asian Lite News Desk Saudi Arabia, Pakistan and Turkiye

India-UAE Trade Ties in Focus

India and the UAE have discussed expanding bilateral trade, investment and business partnerships amid broader economic cooperation…reports Asian Lite News Desk India and the United Arab Emirates (UAE) discussed ways to further
Go toTop

Don't Miss

Religious rights are protected in Afghanistan: Taliban

In response to a US State Department report on religious

Happy Republic Day

India and the UAE bilateral ties have continuously maintained an