See Double

Tales & Heads, Ras Al Khaimah Tourism Development Authority (RAKTDA) and Stellantis Middle East

In March 2024, Ras Al Khaimah Tourism Development Authority (RAKTDA) and Oman’s Ministry of Heritage and Tourism, alongside OMRAN Group, unveiled ‘See Double.’ The first in a broader cross-destination tourism initiative, this campaign aimed to attract visitors to both Ras Al Khaimah and Musandam in a single trip. To promote this inherently collaborative campaign to UAE and GCC audiences, Tales & Heads devised a PR strategy emphasising the campaign’s dual-destination allure through a familiarisation trip. Central to its success was a strategic partnership with Jeep, utilising the brand’s reputation as the ultimate adventure companion to enhance the travel experience and content. With a modest budget, this partnership significantly broadened the campaign’s reach while managing costs effectively. The result? A high-impact adventure, leading to a 4.5% increase in visitor numbers and a 5.4% rise in revenues over the summer compared to the same 2023 period, demonstrating the effectiveness of collaborative marketing.