Designing a kids friendly mascot for a family-friendly destination

As a leisure destination, Ras Al Khaimah continues to be the preferred getaway in the UAE. Visitors enjoy an amazing choice of exciting activities and places of interest from water sports, desert experiences, golf to historical sites and cultural attractions. As part of Hilton’s efforts to promote their five properties in the Emirate which include Waldorf Astoria, DoubleTree and Hilton Resort brands, we developed a cluster campaign that promoted the destination as one where an extended holiday was the only way to enjoy it all and each day here would lead to unique memories which we called ‘myRAKday’. Building on this unique IP, the campaign was launched across mixed media including radio and television with all visuals, content and creative conceptualised, developed and executed by Team Trivium.