Ras Al Khaimah targets UAE residents with “unfiltered” tourism campaign

Ras Al Khaimah is targeting UAE staycationers with the launch of RAK Summer Unscripted, a playful marketing push “that feels as unfiltered as the memories people actually make.” 

Designed to stand out from the glossy imagery typical of tourism ads, the new campaign highlights the northern emirate’s appeal as the Gulf region’s adventure capital, tapping into a growing demand for real, spontaneous travel experiences.

The launch comes on the back of a record-breaking first half of 2025 for RAK’s tourism sector, which attracted 654,000 visitors, up 6% year on year,  and recorded a 9% increase in revenues.

True to its name, RAK Summer Unscripted embraces imperfection in both tone and visuals. 

Campaign shots feature skewed angles, unexpected photobombs and witty captions suggesting the official photographer was too busy hiking, dune bashing or floating in the pool to capture a flawless image.

The self-aware humour extends behind the scenes, with creative agency Impact BBDO depicted as swapping desks for deckchairs, leaving RAKTDA CEO Raki Phillips to step in as the radio voiceover artist.