M+C Saatchi Group Middle East has been appointed as the creative agency partner for Ras Al Khaimah Tourism Development Authority (RAKTDA) following a competitive multi-stage pitch process.
Under the three-year agreement, the agency will manage RAKTDA’s integrated creative retainer and develop a new destination proposition aimed at supporting the emirate’s next phase of international tourism growth.
The agency will oversee campaigns across RAKTDA’s priority markets, including the UAE, Saudi Arabia, the UK, Germany, India, China, Russia and Kazakhstan, as Ras Al Khaimah seeks to further strengthen its global tourism profile.
The partnership will focus on creating culturally relevant campaigns that highlight Ras Al Khaimah’s appeal as a destination known for its natural landscapes, adventure tourism, luxury hospitality and cultural heritage. M+C Saatchi said it will bring together expertise across strategy, creative, social, experience and production to deliver integrated campaigns.
Natalie Cooke, Chief Client Partner, M+C Saatchi Group Middle East, said: “The world’s most successful destinations are never built on campaigns alone. They are built by creating a place people genuinely want to connect with, emotionally, culturally and commercially. Ras Al Khaimah has a remarkable story and an even more exciting future, and what makes this so compelling is the ambition behind it. This is an emirate thinking boldly about its place on the world stage while staying deeply rooted in who it is.
Our job is to turn that ambition into work that travels across borders without losing its authenticity. By pairing strategic clarity with creativity that is culturally connected, we can build ideas that carry real meaning and lasting resonance. We are proud to partner with RAKTDA on what promises to be a defining chapter in the emirate’s tourism story.”
The appointment adds to M+C Saatchi Group Middle East’s growing portfolio in destination marketing and place branding. The agency works with a range of organisations across the region, including Aldar, Marriott International, Pizza Hut, Warner Bros. Discovery, DP World Tour Championship and Longines Global Champions Tour, providing services spanning advertising, media, public relations, social, consulting, production, sponsorship, and sport and entertainment.
