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RAK - Ras Al Khaimah Tourism Development Authority in collaboration with international creative agency TBWA hosted a two-day intensive 'Disruption Workshop' at The Cove Rotana Resort. The workshop aimed to define the brand positioning for the destination and to further drive the vision of His Highness Sheikh Saud bin Saqr Al Qasimi, Supreme Council Member and Ruler of Ras Al Khaimah.
Disruption® is a methodology patented by TBWA, designed to create breakthrough brands by developing a strategy centered around real human insights. TBWA has worked with iconic brands both locally and internationally, such as Apple, Emirates and Qatar Foundation.
Haitham Mattar, CEO, Ras Al Khaimah Tourism Development Authority (TDA) said, "This is the first step to defining a clear roadmap and vision to the destination. It has helped us gain clarity about our brand proposition and has given us a focused purpose for Ras Al Khaimah as a world-class destination of choice."
For the workshop, TBWA interviewed His Highness Sheikh Saud bin Saqr Al Qasimi to gain insights into his vision of the future for the Emirate, as well speaking to key stakeholders in the government, the hospitality and tourism industry. The research incorporated a segment study conducted by TNS Global Marketing focusing on leading source markets, including Russia, UK, Germany, Saudi, Qatar, United Arab Emirates and Kuwait, as well as interviewing customer facing executives within prominent hotels and resorts in the Emirate.
Rafic Kamaleddine, Chief Strategy Officer, TBWA said: "Destination branding is more than a logo design and a campaign. It is a way of bringing the place to life through a strong and relevant vision rooted in inherent brand strengths and relevant insights. The Disruption Workshop is helping us bring this depth to Ras Al Khaimah by creating the foundation for the brand and helping us express it in collaboration with all stakeholders."
The workshop was attended by key stakeholders including Air Arabia, Grayling, McKinsey, Khalifa Fund, PricewaterhouseCoopers, Ras Al Khaimah Economic Department, Ras Al Khaimah Municipality, Ras Al Khaimah Free Trade Zone, The Department of Public Works and the General Directorate of Residency and Foreigners Affairs, The Federation of National Council and TNS.
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About Ras Al Khaimah Tourism Development Authority (RAK TDA)
The Ras Al Khaimah Tourism Development Authority (RAK TDA) was established in May 2011 as a Government of Ras Al Khaimah entity. Its purpose is to develop and promote the Emirate's tourism infrastructure and potential, both domestically and abroad, and establish the Emirate of Ras Al Khaimah as luxury travel destination.
In order to achieve its goals, RAK TDA has a Government mandate to license, regulate and monitor the Emirate's tourism and hospitality industry, to develop the Emirate's tourism infrastructure and attractions and to generate and encourage direct tourism investment and investment opportunities into Ras Al Khaimah.
RAK TDA promotes the Emirate's tourism products and services through a variety of activities, including: research and analysis of future tourism projects and current trends; representation of Ras Al Khaimah at tourism industry at overseas travel shows; educating travel professionals on Ras Al Khaimah's unique attractions through workshops, roadshows, familiarization and training programmes; coordinating and implementing joint initiatives with key travel industry players; branding and marketing strategies to encourage tourism and investment into the Emirate; media and consumer campaigns and promotions; hosting leading sporting, cultural, trade and CSR events.
About Ras Al Khaimah
Ras Al Khaimah is just a 45-minute drive from Dubai International Airport and is the perfect getaway for leisure, adventure, and luxury travel destination. Visitors to Ras Al Khaimah will enjoy idyllic sojourns on white sandy beaches and resorts, adventure activities including water sports, micro-lighting, mountain climbing, kayaking and more, as well as an eclectic selection of international gourmet experiences and world-class spas.
Learn more about Ras Al Khaimah and its activities and visit us:
http://www.rasalkahimahtourism.com
http://www.facebook.com/visitrasalkhaimah
http://www.youtube.com/visitrasalkhaimah
© Press Release 2015
