Redefining Tourism Experiences in Ras Al Khaimah with #MyRAKDay
STRATEGY DEVELOPMENT AND BRAND WORKSHOP
HASHTAG CAMPAIGN DEVELOPMENT
MIXED MEDIA ADVERTISING CONTENT CREATION
VIDEO AND RADIO PRODUCTION
TOURISM AND SALES ASSET DEVELOPMENT
ARABIC CONTENT CREATION AND LOCALIZATION
The ‘myRAKday’ campaign was a collaborative effort between Hilton Hotels and Ras Al Khaimah Tourism to leverage their partnership and promote the Emirate as a vibrant leisure destination. Ras Al Khaimah Tourism, up until this campaign, had not launched a dedicated destination campaign, making this the perfect opportunity to highlight the Emirate’s appeal.
Positioned as an adventure-filled escape from the bustling city lives of neighboring Emirates, Ras Al Khaimah offered a unique mix of activities, from water sports and desert adventures to cultural attractions and historical sites. It was the ideal day trip or weekend staycation destination, where every day promised new memories.
Developed by Trivium, the ‘myRAKday’ concept aligned perfectly with the rise of social media share culture in 2013, encouraging travelers to associate and share their adventures using the campaign hashtag. The campaign, executed across mixed media including radio, television, and digital platforms, showcased Hilton’s premier properties in Ras Al Khaimah, including Waldorf Astoria, DoubleTree, and Hilton Resort brands.
With all visuals, messaging, and creatives developed by Trivium, the ‘myRAKday’ campaign successfully positioned Ras Al Khaimah as a must-visit destination, resonating with modern travelers and reinforcing Hilton’s presence in the region.
“Hilton has been operating in Ras Al Khaimah for over 20 years and we are excited to be working closely with RAK Tourism. With Ras Al Khaimah expected to welcome over 3.8 million visitors by 2027, we see great opportunity in the emirate and its leisure hubs." - Carlos Khneisser, Vice President, Development, Middle East & Africa, Hilton.
Content Strategy
Built through workshops with Hilton Hotels and Ras Al Khaimah Tourism, the ‘myRAKday’ campaign positioned the Emirate as a vibrant escape where each day offered unique adventures. Inspired by the rise of social media share culture, the concept encouraged travelers to share their experiences, creating a memorable and interactive narrative. Designed for mixed media, the campaign blended visuals of Ras Al Khaimah’s activities with Hilton’s luxury offerings, delivering a cohesive message across radio, television, and digital platforms.
