Latest news with #NotaVacation…OurVacation
Campaign ME
30-04-2025
- Business
- Campaign ME
Private View by VICE's Tarek Khalil
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from March is by Tarek Khalil, Managing Director – MEA, VICE. RAKTDA: Not a Vacation … Our Vacation RAKTDA brilliantly demonstrates that how you tell a story matters. Their take on the classic 'this sucks/this rocks' format delivers genuine charm and visual impact. The 'Not a vacation/Our vacation' payoff lands perfectly because they've earned it through truth rather than empty promises. It's not reinventing the wheel of tourism marketing, but it showcases RAK's strengths and makes it look genuinely appealing. Sometimes, executing a simple idea well beats trying too hard to be clever. Puck – Arla Foods: Recipe For Change I'm cynical about purpose marketing, but this one actually lands for me because it's centred on actual human stories rather than brand heroics. It backs up emotional storytelling with a genuine financial lifeline. The 'you dine, they thrive' approach creates lasting impact rather than the usual temporary misery spectacle that makes brands feel good while changing nothing. In an industry that regularly exploits tragedy for brand points, this delivers something real: cultural preservation with economic benefit. Beautiful and genuine without commodifying Lebanese resilience. Deliveroo x Humanta: 'Drinkable' Billboard This is attention-grabbing smart disruption with perfect Ramadan relevance. Advertising you can literally consume breaks the fourth wall between promotion and product at a time when thirst is front of mind. The concept brilliantly serves a genuine need rather than just being another tone-deaf Ramadan campaign. Refreshing in more ways than one. Ducab – Ramadan Genuinely impressed with how they connected invisible electrical cables to visible human emotions – using Ramadan as a narrative lens rather than just slapping on a seasonal filter. Very cool. And the emotional crescendo works because it's unexpected from an industrial brand. They cleverly visualise how their cables literally power life's meaningful moments, and they find genuine relevance most seasonal campaigns lack. Volvo x Electromin: Come Back Stronger The AI-generated approach falls short both technically and emotionally in my opinion. While the concept of resilience resonates, the execution is emotionally flat. Good storytelling should make you care, but this piece feels like it was created by machines and algorithms that don't. I'm yet to see any AI-generated content that delivers something genuinely memorable. The robots aren't taking our jobs anytime soon. By Tarek Khalil, Managing Director – MEA, VICE.
Trade Arabia
02-03-2025
- Trade Arabia
Ras Al Khaimah launches new innovative campaign film
Ras Al Khaimah Tourism Development Authority (RAKTDA) has unveiled its latest destination marketing film, 'Not a Vacation…Our Vacation' – a bold and witty take on what makes the emirate a holiday destination unlike any other. Produced by Goldmine, directed by renowned filmmaker Mark Middlewick and brought to life with creative direction from Impact BBDO, the film offers a fresh perspective on the UAE's northernmost emirate. Breaking away from conventional travel narratives, it redefines Ras Al Khaimah as a place where curiosity sparks unexpected discoveries, and every experience feels refreshingly different. With Ras Al Khaimah gaining global recognition as a must-visit travel destination, the film's upbeat approach aims to reshape perceptions, challenge clichés and highlight the emirate's rich offerings in a way that is fun, dynamic and full of personality. It's narrative cleverly juxtaposes the ordinary with the extraordinary, playing with contrasts to showcase what sets Ras Al Khaimah apart, where travellers (not tourists) venture beyond the usual to discover hidden gems, rich traditions, and exhilarating outdoor experiences. "Ras Al Khaimah isn't just another vacation spot – it's a destination that offers something entirely unique," said Alka Winter, Vice President, Destination Marketing & Communications, Ras Al Khaimah Tourism Development Authority. "With this campaign, we wanted to move away from the typical tourism marketing playbook and embrace a more fun, authentic, and engaging narrative. We're inviting travellers to experience a destination where the unexpected becomes the unforgettable, where nature, adventure, and heritage come together in a way that's distinctly Ras Al Khaimah.' The film's fresh, experience-driven approach aligns seamlessly with 2025's emerging travel trends, as highlighted in Expedia's latest Unpack '25 report. With travellers increasingly prioritising destinations that offer distinctive, off-the-beaten-path experiences, Ras Al Khaimah stands out as a prime example of what the report calls a "Detour Destination" – a place that offers a refreshing alternative to overcrowded tourist hubs. According to the report, 63% of global travellers are more likely to seek out unique destinations that offer authenticity, culture and outdoor adventures. "When RAKTDA approached us with this project, we saw an opportunity to push the boundaries of traditional destination marketing," commented Martino Caliendo, Creative Director at Impact BBDO. "We wanted to challenge expectations, using humour and contrast to highlight the unique 'RAK Effect' – a place where curiosity leads to something truly different. This campaign marks the first step in a collaboration that we are confident will be an incredible journey for all of us." Ras Al Khaimah's tourism sector soared to new heights in 2024, achieving record-breaking visitor numbers and unprecedented growth. The emirate welcomed 1.28 million overnight arrivals, driving a 12% increase in tourism revenues and further cementing its reputation as the region's fastest-growing tourism destination.
