Challenge
How do you increase awareness and drive consideration for a destination that competes with its globally known neighbour, Dubai?
Response
Bring the region to the public through an immersive, interactive experience that introduced the key features of Ras Al Khaimah.
Taking inspiration from three of Ras Al Khaimah’s most iconic and striking landscapes: sea, mountain and desert, we created a dynamic web application that allowed users to discover the beauty of the region via stunning video clips. Users in four key markets; UK, Germany, Sweden and the Netherlands, were encouraged to adventure within each of the three landscapes, collecting a stamp for every video viewed. Each stamp translated into one entry into a competition to win a ‘money-can’t-buy’ holiday to the region.
Results
The campaign success solidified our strong and ongoing relationship with Thomas Cook Media & Partnerships Group.
Original videos and photography created and owned by 1841 Ltd on behalf of Thomas Cook Group plc.
