The Ras al-Khaimah Tourism Development Authority, in collaboration with international creative agency, TBWA, has 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 centred around real human insights. TBWA has worked with iconic brands both locally and internationally, such as Apple, Emirates and Qatar Foundation.
Speaking on the occasion, 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 as 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, the UK, Germany, Saudi, Qatar, the 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."