Plus 1 Communications & RAK Leisure: Positioning Jebel Jais as the Ultimate Adventure Destination in the UAE

Plus 1 Communications

RAK Leisure’s PR campaign, executed by Plus 1 Communications, aimed to position Jebel Jais as the UAE’s top adventure destination. Over ten months, the campaign focused on enhancing brand visibility for Bear Grylls Explorers Camp (BGEC), Jais Adventure Park (JAP), and 1484 by Puro through organic media and influencer collaborations. Research identified key target audiences and trends, shaping a strategy that highlighted adventure experiences and sustainability. Partnerships with Nikon and Emirates Palace Mandarin Oriental amplified reach, while influencer content and media placements, including exclusive reviews and interviews, drove significant engagement. The campaign secured 328 media pieces, achieved AED 4.89M in AVE, and garnered 2.56M online views, establishing RAK Leisure as a premier destination and significantly increasing footfall.