IDEAS: Ras Al Khaimah Launches Campaign Starring the 'Most Relaxed Cat in the World'

Key Points

• The Ras Al Khaimah Tourism Development Authority launched the 'All About You' campaign featuring Leo the cat to promote the '#PurrrfectVacation'.
• The campaign includes a gamification element where participants can win a trip to Ras Al Khaimah and other prizes.
• Research and consumer insights were used to choose a cat mascot, showing higher market share potential and strong audience resonance.

Summary

Ras Al Khaimah Tourism Development Authority has introduced the 'All About You' campaign, featuring Leo the cat to highlight the '#PurrrfectVacation'. This creative initiative, developed by FABLEfx, combines the charm of a feline mascot with a gamification strategy, allowing participants to win trips and discounts. The campaign is strategically designed based on consumer insights, demonstrating the effectiveness of mascots in marketing and achieving high audience engagement scores.