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Ras Al Khaimah Tourism Development Authority has today revealed its new brand identity, which aims to reposition the destination in line with its vision and revised strategy. The rebrand is set to drive economic growth and present Ras Al Khaimah as a premier tourism destination, showcasing the new logo via creative marketing campaigns to raise awareness about the emirate’s new identity and positioning.
Highlighting Ras Al Khaimah’s key strengths, the rebrand focuses on the emirate’s natural assets, luxurious indulgence, range of activities for different types of travellers, history and culture, and authentic Arabian heritage offering. With the aim to attract one million vistors by the end of 2018, the emirate plans to further diversify its world-class hotel portfolio, expand its routes, restore historical sites and enhance its digital platforms.
The new Ras Al Khaimah emblem is a representation of the emirate’s most iconic landmark: the Watch Tower. This symbol of heritage, rendered in a contemporary style, is immediately recognisable. Creating an instant connection between the brand and its visitors, the logo also aims to pay homage to Ras Al Khaimah’s enduring history.
Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority said: “This is a groundbreaking move for us. Our new branding strategy and logo reflect the evolution of the destination, its vision for the future, as well as the authenticity which Ras Al Khaimah offers. It is our priority to enhance the destination and demonstrate its rich Arabian culture, heritage and traditions to a global audience.”
Ras Al Khaimah’s new positioning underscores its unique offering for leisure and business travellers – whether seeking relaxation or adventure. The diversity of the land makes it a one-of-a-kind destination with desert, beaches and mountains all within close proximity, which is reflected in the new brand.
The emirate will leverage its new brand by prioritising sustainable tourism, destination development, capacity building and partnerships with public and private companies.
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