• Situation: Develop a brand campaign for Ras Al Khaimah that would resonate with travel audiences and establish a recognizable presence when promoting the destination.

• Brief: Create a campaign that stood out from the stereotypical sea of sameness when it comes to destination campaigns, genuinely connecting with our audience in an enduring (and endearing way) and ultimately driving recall for Ras Al Khaimah. Additionally, how could we connect the community more with our tourism marketing efforts. Afterall, the UNWTO has stated that ‘when tourism grows, everybody wins’, especially the community.

The agency (Interesting Times) was also charged with a smaller budget when compared to other DMOs in the UAE.

• Objectives: Drive awareness and familiarity to tourism in Ras Al Khaimah with a cut-through-the-noise campaign and a multi-channel approach across 5 key markets, spur on virality wherever possible through best-in-class creative and an engaging gamification element.

The film captures the epitome of relaxation with the "Most Relaxed Cat in the World" lounging by the pool in one of Ras Al Khaimah’s stunning resorts, utterly serene. It remains unfazed, even when struck by a beach ball, showcasing the tranquility of a vacation in Ras Al Khaimah—unbothered, completely relaxed amidst nature's embrace. The scene embodies the purrfect essence of a Ras Al Khaimah getaway: relaxed, surrounded by nature, and disengaged from distractions. It calls our audience to look forward to a vacation on their terms, at their own pace, promising a holiday of pure relaxation and bliss.

Much like Leo, our Most Relaxed Cat in the World was a big hit. The campaign received significant attention from leading media outlets such as Skift, Campaign Middle East, PR Week and The National. Our digital media campaign achieved remarkable results, with over 290 million impressions, a view-through rate (VTR) of 98.8% on TikTok surpassing the platform benchmark of 90%, and a 1.93% click-through rate on META, exceeding the industry benchmark of 0.7%.

The cat character proved its influencer status on our social channels too, receiving 2.5 times more impressions than non-cat posts and 75% more post interactions compared to non-cat content. Even our B2B partners embraced the concept, incorporating the cat into their marketing collaterals including outdoor activations in London and Manchester. Overall, the campaign has made a significant impact across various channels, engaging both consumers and industry partners alike.