Latest news with #RakiPhillips
Campaign ME
07-08-2025
- Entertainment
- Campaign ME
Ad agency's employees go MIA in new RAKTDA tourism summer campaign
After months of work with their advertising partner Impact BBDO Dubai, the Ras Al Khaimah Tourism Development Authority (RAKTDA) were ready to shoot their new summer campaign, at various locations throughout the city. But when the stills production was scheduled to start, the only people who arrived were the RAKTDA marketing team. It would later come to light that the agency creatives were enjoying hiking, kayaking, relaxing spa days and soaking up the sun at the beaches and luxury hotel pools in Ras Al Khaimah, when they should've been doing their jobs. We reached out to Ali Rez, Impact BBDO Dubai's Chief Creative Officer, who responded with the following statement: 'I am currently out of the office, relaxing on some of the gorgeous beaches that Ras Al Khaimah has. A reply will therefore be delayed.' So, instead of cancelling the shoots and risking not meeting the media deadline, the tourism team decided to step up and take the shots themselves. Using their personal cameras, finance executive Marjorie Benito, R&D member Zoe Zuo, HR manager Sara Alzaabi, procurement manager Ian, IT expert Hari, and licensing executive Saeed went to various locations including the beach, a luxury hotel pool and the mountainside of Jebel Jais, and captured all the fun of RAK during summer. The results are the blurry, over-exposed and questionably-framed images of an unintentionally hilarious campaign aptly renamed 'RAK Summer. Unscripted.' And you can appreciate the amateur glory of all six images, on RAKTDA's social media, as OOH placed throughout the Dubai Mall and on numerous roadside billboards. 'This isn't your typical destination marketing campaign, because Ras Al Khaimah isn't your typical destination,' said Alka Winter, Vice President, Destination Marketing & Communications at RAKTDA. 'We wanted to do something creatively bold and refreshingly honest. RAK Summer Unscripted captures the spirit of the staycations we actually remember – the spontaneous ones that turn into stories. It's quirky, fun, and shows Ras Al Khaimah as a place you don't just visit but truly experience.' Things got even more interesting when it came to the making of their three, short-format films. Faced with absent directors and producers, and a looming deadline, RAKTDA had no other option but to reach out to visiting tourists and ask them to capture the various locations on camera. The wannabe cameramen and women obliged, using their phones to record each of the sites they visited. However, staying true to the spirit of the campaign, things did not go as planned. Look out for the series of dodgy launch films online and at a cinema near you. Just remember – there were average joes behind the camera, so laughing is discouraged. RAKTDA CEO Raki Phillips even moonlit as a voice talent in the radio spot, which is simply a voice note of him complaining about the copywriter not turning up at the studio recording. When asked about the tumultuous production, Raki Phillips had this to say 'We know that Ras Al Khaimak is packed with amazing places and fun activities that our visitors love to take the time to explore, but we had no idea that these so called 'professionals' would enjoy them so much, that they wouldn't turn up for work? The agency has a lot of explaining to do.' This journalist tried to get responses from the creatives in question, but very few could be gotten a hold of. Ghassan Kassabji, CEO of ImpactBBDO Dubai shared, 'We had a great time working on this campaign. Not every client is brave enough to turn the lens on the creative process itself and laugh along the way. RAKTDA gave us that freedom to let go, embrace the imperfections, and create something that truly mirrors the joy of an unscripted summer. That kind of trust is rare, and the result is a campaign that feels as spontaneous and unfiltered as the memories people actually make.' What sets RAKTDA's summer campaign apart is its embrace of the imperfect. Campaign visuals feature deliberately unpolished images paired with tongue-in-cheek captions. RAK Summer Unscripted also includes short film clips where mishaps range from bad selfies obscuring mountain views, to a couples' beach vlog where the phone tips over and there's no sign of the 'blue sky and beautiful water' mentioned on their excited and detailed commentary. The campaign is light-hearted, self-aware, and deeply relatable and its call to action says it all: 'Book your stay and let the story unfold — unscripted, unforgettable, and uniquely Ras Al Khaimah.' CREDITS: Client: Ras Al Khaimah Tourism Development Authority (RAKTDA) Agency on vacation: Impact BBDO
Khaleej Times
01-08-2025
- Business
- Khaleej Times
UAE: Ras Al Khaimah tourism hits record 654,000 visitors in H1 2025, revenue up 9%
Ras Al Khaimah welcomed a record 654,000 visitors in the first half of 2025, marking a 6 per cent year-on-year increase and driving a 9 per cent rise in tourism revenues, according to the Ras Al Khaimah Tourism Development Authority (RAKTDA). The Emirate also reported a 36 per cent surge in MICE and weddings revenues, reflecting its growing reputation as a global tourism and events hub. 'These half-year achievements are a clear testament to the strength of Ras Al Khaimah's tourism offering and the impact of its focused strategy,' said Raki Phillips, CEO of RAKTDA. 'With a clear vision to welcome over 3.5 million visitors annually by 2030, the Emirate is firmly on track to deliver long-term, sustainable value for its economy, communities, and tourists.' Key international markets drove the record-breaking performance. India led with a 25 per cent increase in arrivals, while the UK (+5 per cent), China (+9.2 per cent), and Russia (+7 per cent ) posted their highest-ever half-year numbers. Central and Eastern Europe delivered standout growth, with Romania up 65 per cent, Poland 56 per cent, Uzbekistan 47 per cent, and Belarus 30 per cent, boosted by new direct flights to Ras Al Khaimah International Airport. Stay up to date with the latest news. Follow KT on WhatsApp Channels. Connectivity and hotel expansion Air connectivity continued to strengthen with new routes from Poland, Romania, Russia, Uzbekistan, and the Czech Republic. The airport's strategic expansion is underway to handle larger aircraft and enhance the visitor experience. The Emirate also advanced its hospitality offering, with high-profile announcements including Four Seasons, Fairmont, Taj, and NH Collection hotels. Rove Al Marjan Island opened in early 2025, and ongoing developments aim to double hotel keys by 2030, reinforcing Ras Al Khaimah's position as one of the region's fastest-growing destinations. Strategic partnerships and event-led tourism Events remained a key driver of Ras Al Khaimah's tourism strategy, with the 18th Ras Al Khaimah Half Marathon, the UAE Tour's Jebel Jais stage, the DP World Tour's RAK Championship, the highlander hiking series, and the debut of Jais Ride cycling challenge drawing global attention and participants. Ras Al Khaimah Tourism Development Authority (RAKTDA) has signed several new agreements to attract more visitors and promote the Emirate as a top destination. The partnerships include working with Fujairah Adventures to offer more inter-emirate adventure experiences, teaming up with popular Chinese travel platforms and Tongcheng, and joining forces with four major Saudi travel websites to reach more travelers from the GCC region. With strong half-year performance, expanded infrastructure, and a robust event calendar, Ras Al Khaimah is on a clear path to achieving its 2030 tourism vision and cementing its status as a leading regional destination.
Gulf Today
01-08-2025
- Business
- Gulf Today
Ras Al Khaimah Tourism sector hits record 654,000 visitors in first half
Ras Al Khaimah Tourism Development Authority (RAKTDA) has reported record-breaking performance for the first half of 2025, with over 654,000 visitor arrivals, marking a 6 per cent year-on-year increase, alongside a 9 per cent rise in tourism revenues. Raki Phillips, CEO of RAKTDA, said the results reflect the strength of the emirate's tourism strategy, adding, 'From expanded air connectivity and hotel developments to a robust calendar of experiences, we are firmly on track to welcome over 3.5 million visitors annually by 2030, while delivering long-term, sustainable value.' Key achievements in H1 2025 included: 654,000 visitor arrivals-the highest ever for a six-month period; 9 per cent year-on-year growth in tourism revenues; 36 per cent increase in MICE and weddings revenues; Strong growth from markets with direct flights: Romania (+65 per cent), Poland (+56 per cent), Uzbekistan (+47 per cent), Belarus (+30 per cent); Record half-year arrivals from India (+25 per cent), China (+9.2 per cent), Russia (+7 per cent) and the UK (+5 per cent). RAKTDA also announced several high-profile hotel developments to support plans to double the number of hotel keys by 2030. These include Fairmont Al Marjan Island (250 keys), Four Seasons Resort at Mina Al Arab (150 keys), Taj Wellington Mews Al Marjan Island (336 apartments), and NH Collection Ras Al Khaimah (156 keys). The opening of Rove Al Marjan Island added further diversity to the emirate's hospitality landscape. The emirate's airport continued to drive connectivity with new direct routes from Warsaw, Katowice, Bucharest, Moscow, Tashkent and Prague. Plans to expand the airport's capacity and enhance the arrival experience are underway. RAKTDA also formalised strategic partnerships to support destination growth. These include agreements with Fujairah Adventures to develop inter-Emirate itineraries, and OTAs in China and the Kingdom of Saudi Arabia to boost inbound travel. In digital innovation, RAKTDA signed MoUs with Huawei and Web3 platform Open World to advance smart tourism and blockchain-powered visitor engagement. In events, the emirate hosted its largest-ever Ras Al Khaimah Half Marathon with more than 10,000 attendees, the 7th UAE Tour Jebel Jais stage, the 4th Ras Al Khaimah Championship on the DP World Tour, and the HIGHLANDER hiking adventure. The debut of the 25km Jais Ride cycling challenge further cemented Ras Al Khaimah's position as a regional hub for outdoor and sports tourism. WAM
Gulf Today
01-08-2025
- Business
- Gulf Today
Ras Al Khaimah Tourism sector hits record 654,000 visitors in H1 2025
Ras Al Khaimah Tourism Development Authority (RAKTDA) has reported record-breaking performance for the first half of 2025, with over 654,000 visitor arrivals, marking a 6 percent year-on-year increase, alongside a 9 percent rise in tourism revenues. Raki Phillips, CEO of RAKTDA, said the results reflect the strength of the emirate's tourism strategy, adding, 'From expanded air connectivity and hotel developments to a robust calendar of experiences, we are firmly on track to welcome over 3.5 million visitors annually by 2030, while delivering long-term, sustainable value.' Key achievements in H1 2025 included: 654,000 visitor arrivals—the highest ever for a six-month period; 9 percent year-on-year growth in tourism revenues; 36 percent increase in MICE and weddings revenues; Strong growth from markets with direct flights: Romania (+65 percent), Poland (+56 percent), Uzbekistan (+47 percent), Belarus (+30 percent); Record half-year arrivals from India (+25 percent), China (+9.2 percent), Russia (+7 percent) and the UK (+5 percent). RAKTDA also announced several high-profile hotel developments to support plans to double the number of hotel keys by 2030. These include Fairmont Al Marjan Island (250 keys), Four Seasons Resort at Mina Al Arab (150 keys), Taj Wellington Mews Al Marjan Island (336 apartments), and NH Collection Ras Al Khaimah (156 keys). The opening of Rove Al Marjan Island added further diversity to the emirate's hospitality landscape. The emirate's airport continued to drive connectivity with new direct routes from Warsaw, Katowice, Bucharest, Moscow, Tashkent and Prague. Plans to expand the airport's capacity and enhance the arrival experience are underway. RAKTDA also formalised strategic partnerships to support destination growth. These include agreements with Fujairah Adventures to develop inter-Emirate itineraries, and OTAs in China and the Kingdom of Saudi Arabia to boost inbound travel. In digital innovation, RAKTDA signed MoUs with Huawei and Web3 platform Open World to advance smart tourism and blockchain-powered visitor engagement. In events, the emirate hosted its largest-ever Ras Al Khaimah Half Marathon with more than 10,000 attendees, the 7th UAE Tour Jebel Jais stage, the 4th Ras Al Khaimah Championship on the DP World Tour, and the HIGHLANDER hiking adventure. The debut of the 25km Jais Ride cycling challenge further cemented Ras Al Khaimah's position as a regional hub for outdoor and sports tourism. WAM
Arabian Business
01-08-2025
- Business
- Arabian Business
Ras Al Khaimah sets new H1 tourism record with 654,000 visitors
Ras Al Khaimah has set a new record of tourist arrivals, with over 654,000 visiting the northern emirate in the first half of 2025, representing a six per cent year-on-year growth. The Ras Al Khaimah Tourism Development Authority (RAKTDA) said the increase in visitor numbers has also led to a nine per cent increase in tourism revenues. The authority said there were strong visitor numbers across key source markets, including CIS, UK, India, China and Central and Eastern Europe, and significant growth from source markets with expanded direct flights connectivity, including Romania (+65 per cent), Poland (+56 per cent), Uzbekistan (+47 per cent), Belarus (+30 per cent). Tourism boom in Ras Al Khaimah There was a 25 per cent year-on-year increase in visitors from India, while the number of arrivals from the UK improved by 5 per cent, China by 9.2 per cent and Russia by 7 per cent. MICE and weddings revenue grew by 36 per cent, driven by high-value weddings, international conferences, incentive groups, and strategic initiatives positioning the emirate as a rising hub for events and incentive travel. Raki Phillips, CEO of Ras Al Khaimah Tourism Development Authority, commented: 'These half-year achievements are a clear testament to the strength of Ras Al Khaimah's tourism offering and the impact of its focused strategy. 'From expanded air connectivity and high-profile hotel developments to strategic partnerships and a growing calendar of experiences and events, every milestone contributes to Ras Al Khaimah's standing as one of the world's fastest-growing destinations. With a clear vision to welcome over 3.5 million visitors annually by 2030, the Emirate is firmly on track to deliver long-term, sustainable value for its economy, communities and tourists.' The emirate continued to strengthen its hotel offering with several high-profile announcements across the first half of the year, including NH Collection Ras Al Khaimah Al Marjan Island Hotel & Apartments (156 keys), Fairmont Al Marjan Island (250 keys), Taj Wellington Mews Al Marjan Island (336 hotel apartments) and Four Seasons Resort and Residences Ras Al Khaimah at Mina Al Arab (150 keys). During the period, RAKTDA was involved in several collaborations supporting destination development and tourism growth, as well as put its might behind signature events. It signed MoUs with leading OTAs in China, including and Tongcheng, and forged new partnerships with four leading Saudi-based OTAs – Fursan Travel, Smart Holidays, Almatar and Wego. The emirate also signed a strategic MoU with Huawei to advance smart tourism capabilities. Ras Al Khaimah hosted the 18 th edition of the Ras Al Khaimah Half Marathon with a record-breaking turnout of over 10,000 participants and spectators, and the fourth edition of the internationally broadcast Ras Al Khaimah Championship on the DP World Tour at Al Hamra Golf Club.
