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/ October 26th 2020
Exports and International Trade

The Ras Al Khaimah Tourism Development Authority worked with Crowd, a UK based global creative agency to increase awareness, encourage visitors, and drive online bookings to this spectacular Emirate within the UAE.

The challenge
Crowd inherited the client’s campaign #iFoundRAK, but didn’t inherit any of the data related to it. With no market data to go on, Crowd had to rapidly build a coherent picture of the market and audience in order to guide campaign direction. 

Time frames were also a challenge, as a global promotional campaign had to be planned and executed within a few weeks. 

The idea
To rapidly build an understanding of the audience, Crowd used a wide variety of market insights, statistics and technology sourced demographic metrics. Once this initial research was completed, a large scale media plan was kickstarted. Hundreds of creative assets were created English. Arabic, Russian and German before being tested and then optimised. Creative produced ran across digital platforms as well as ads on major UAE radio stations and OOH ads in Dubai Mall’s high-traffic areas.

The results:

. A record number of visitors in August

. 5% growth year-to-date (Jan 2020)

. 11.63% CTR to Hotel Sites

. 60 million ad impressions

. 600k + clicks to landing page

. 1 happy client:
“Crowd has excelled in its delivery as our marketing partner for the year. Starting off with comprehensive strategies and action plans, it has effectively executed our scope of work on social media, programmatic, OOH effectively and efficiently.” Sveccha Kumar, Director – Marketing and promotion RAK TDA 




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