Ras Al Khaimah unveils new campaign with adorable feline star

Wednesday, November 8, 2023


Ras Al Khaimah Tourism Development Authority launches a unique tourism advertising campaign starring a cute kitten. The campaign, dubbed “All About You,” emphasizes a customer-centric experience, promoting Ras Al Khaimah as a place where tourist preferences take center stage.

The campaign’s headliner is a laid-back feline inspired by the real cat, Leo, who was rescued from the RAK Animal Welfare Centre and given a home in Ras Al Khaimah. Leo became a beloved social media personality, highlighting the Emirate’s numerous outdoor activities, from tranquil beaches to adventurous mountain expeditions.

The ad is being developed by FABLEfx, an award-winning creature animation studio known for projects such as Netflix’s The Great and commercials for BMW, Ferrero, and HBO Nordic. It will be launched across prominent digital and social media channels. The cat travels to Ras Al Khaimah, experiencing laid-back beach days, gorgeous sunsets, and mountain adventures while remaining calm.

Ras Al Khaimah Tourism and Development Authority CEO Raki Phillips expressed excitement about the campaign, underlining its strategic choice based on consumer insights. Mascot-based advertisements have a 37% higher market position, according to studies. A YouGov survey confirmed the cat’s popularity, with up to 90% likability across tested advertisements in all markets.

The “All About You” campaign tries to attract new visitors by leveraging a charming persona with an emotional past. It begins with a movie detailing the cat’s rescue and adoption in Ras Al Khaimah, followed by three short films highlighting the Emirate’s gorgeous beaches, different hotels, and the famed Jebel Jais mountain peak—the highest in the UAE. This innovative effort aims to establish Ras Al Khaimah as a must-see location for guests seeking a relaxing and unique vacation experience.

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