Cannes Lions

The Closest Thing To Flying

ROOSTER PR, London / THE RAS AL KHAIMAH TOURISM DEVELOPMENT AUTHORITY / 2019

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Overview

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Credits

Overview

Background

Increase media exposure and consumer awareness of Ras Al Khaimah (part of the UAE) and drive UK visitor numbers to Ras Al Khaimah generating a minimum of 30 pieces of organic media coverage.

We were tasked with using the launch of RAK's main new attraction, the Jebel Jais Flight – the world’s longest zipline as a hook to drive awareness and consideration amongst young, urban adventure seekers (18-30) and educate them about a relatively little-known emirate thousands of miles away.

Idea

The agency’s strategy was to bring the Jebel Jais Flight, a 2,800m long zipline at the peaks of the Hajar mountains in Ras Al Khaimah on which tourists rides at speeds up to 100mph to central London in the most authentic and convincing means possible to the audience and media.

How?

By creating the world’s first Augmented / Virtual Reality zipline we could allow adventure-seekers to see the breath-taking 360 views of the Jebel Jais Flight zipwire through VR headsets whilst experience the physical rush of an actual zipline, syncing virtual views with genuine adrenaline and movement.

Rather than relying on travel-focused media, by creating a world's first attraction in the middle of London using cutting edge tech, we could create a news and buzz-worthy story that would put RAK on the map.

And thus, the Jebel Jais Flight London was born.

Strategy

Insight: We needed to bring the most eye-catching part of Ras Al Khaimah to their audience's doorsteps through an immersive experience.

Key Message: Ras Al Khaimah is home to the world's longest zipline - a must-visit for thrill seekers

Target Audience: Thrill-seekers in SE England, 25-35

Assets: 4K 360 video, newsreel video, launch day photography, spokesperson access & press release

Execution

In six weeks we:

- Secured a London zip line partner (ZipNow London)

- Captured a 3-minute 360 video shot from the the 2.7km ride in the UEA

- Edited video to synch with the duration of 300m line, to give a seamless, transportative experience

- Sourced & tested VR units for public use

- Collaborated with hosts to create the eventual user experience with step-by-step instructions for riding the line whilst wearing the VR headsets

- Worked with the line operators to create pricing, booking and staff training

- Developed branding for the 'Jebel Jais Flight London' attraction

- Launched the experience to the UK media including an extensive interview on LBC

The experience was live and bookable for the public from mid July to mid September

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