PROMOTION
OF RAS AL KHAIMAH EMIRATE (UAE)
IN RUSSIA, GEORGIA
AND CIS COUNTRIES
GOALS
- Increase awareness of Ras Al Khaimah in Russia, Georgia, and CIS
- Increase attractiveness of the region for the Russian tourists
- Underline competitive advantages of Ras Al Khaimah in comparison with other tourist destinations in B2B and B2C segments
- Increase the flow of Russian tourists to the emirate
SOLUTION
- Establish the RAKTDA representative office in Russia
- Participate in industry exhibitions and events in a partnership with Russian and CIS tourist agencies. Implement joint online campaigns for the clients
- Conduct own events and FAM trips to UAE
- Establish and maintain RAK publics in Facebook and Vkontakte
- Collaborate with media: initiate interviews, articles, press trips and events as well as organize special projects with opinion leaders
RESULTS
- 800 stories in Russian media outlets in 2017
- 84% growth in the flow of tourists from Russia in 2017
- 320 meetings with travel companies in 30 cities of Russia and CIS throughout the year
Altezza has been representing the emirate Ras Al Khaimah in Russia, Georgia, and CIS countries since June 2016. To describe the benefits of this destination, we engage two main channels: trade marketing and PR. We regularly meet and communicate with representatives of the travel industry, conduct various presentations, seminars and conferences in the key cities of Russia and CIS. Additionally, we organize FAM trips to the emirate from our markets. As part of our media relations activities, we develop and distribute information reports, collaborate and strengthen contacts with key journalists and communicate with Russian tourists via social networks.
Our goal is simple and difficult at the same time. It is simple because it's easy to talk about affordable leisure in the elegant hotels with a top-notch service, located near the best beaches of the Persian Gulf. Still our task is also quite difficult mainly because Russians know very little about Ras Al Khaimah. However, we are working on this problem and quite successfully. By April 2017, Russia became the second top country in regards of the number of foreign tourists travelling to the emirate, while the total number of Russian tourists who visited Ras Al Khaimah increased by 84% in 2017.