Ras Al Khaimah’s unfiltered campaign shows the real side of travel

Dubai: Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched a new campaign, RAK Summer Unscripted, that breaks away from typical, polished travel marketing. The campaign's goal is to inspire UAE residents to rediscover the joy of spontaneous staycations. With a raw and emotionally driven tone, the campaign embraces unfiltered moments, from last-minute road trips to slightly imperfect photos.

In a unique twist, the campaign's story goes that Impact BBDO, RAKTDA's creative agency, ditched their work to dive into the Ras Al Khaimah experience themselves. The result? No one was left to record the radio ad, so RAKTDA’s CEO, Raki Phillips, stepped in as the unexpected voiceover artist. This self-aware and humorous approach perfectly captures the campaign's spirit: unpolished, unplanned, and delightfully off-the-cuff. As Alka Winter, Vice President of Destination Marketing & Communications at RAKTDA, explained, "This isn't your typical destination marketing campaign, because Ras Al Khaimah isn’t your typical destination."

What truly sets this campaign apart is its deliberate embrace of imperfection. The campaign visuals feature deliberately unpolished images with witty captions. The premise is that the official photographer is off enjoying the destination, so others like "Marj from finance" or "Ian from procurement" have stepped in to take far-from-perfect shots. Short film clips also showcase mishaps like bad selfies and a phone tipping over during a vlog, adding to the relatable and light-hearted tone. The campaign's call to action is simple and clear: "Book your stay and let the story unfold ,unscripted, unforgettable, and uniquely Ras Al Khaimah."

RAK Summer Unscripted is designed with UAE residents in mind, positioning the emirate as the ideal staycation destination. Ras Al Khaimah offers a wide choice of hotels and a diverse mix of beach, mountain, and desert experiences. The campaign encourages people to let go of their plans and embrace the freedom to explore, whether it's ziplining across Jebel Jais, kayaking through mangroves, or simply unwinding at a resort with no fixed agenda. In Winter's words, "This campaign is about embracing the unexpected and creating space for joy... there’s no script required.”