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First Project in the Middle East for New Mind | tellUs

30th January 2016

Categories: Our News

2016 has got off to a flying start as New Mind | tellUs announces its first client in the Middle East, Ras Al Khaimah Tourism Development Authority (RAK TDA), the tourist board for the Emirate of Ras Al Khaimah, has contracted the company to contribute to the delivery of an ambitious plan to grow its tourism economy.

Ras Al Khaimah is the most northerly of the seven Emirates which make up the United Arab Emirates (UAE) and is located 45 minutes from Dubai International Airport. The destination's authentic feel, unique topography, diverse landscapes (beaches, mangroves, mountains and deserts), culture and history combined with year-round sunshine and a warm welcome provide the foundations for an exciting and immersive holiday, very much in line with current travel trends.  The addition of great food, world-class resorts such as the Waldorf Astoria Hotel and two Banyan Tree Hotels, numerous opportunities for outdoor adventures including extreme sports, hiking, trekking, desert experiences, fishing and diving make Ras Al Khaimah's offering exciting and appealing to a global market.  

Tourism in Ras Al Khaimah is at a critical stage in its development and RAK TDA is committed to investing heavily in a new tourism infrastructure. Current growth outstrips the rest of the UAE and there are major infrastructure projects underway which will significantly increase the Emirate's room capacity between now and 2019.

Due to go live in June, the new e-Tourism solution and destination website from New Mind | tellUs will help to propel the emirate of Ras Al Khaimah into the tourism spotlight.  The design will utilise high-impact imagery, video, large, clear fonts and carefully constructed content to convey an Arabic feel and personality.  All the essential tools that the modern tech-savvy visitor expects from advanced travel sites such as dynamic mapping, travel planning, user reviews plus content from social media will help to engage them at all stages of their experience.

The destination's new branding will be incorporated and multiple language versions including English, Arabic and German will be available initially, with scope to feature additional languages in the future.

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority comments: "Digital marketing is an important aspect of what we will be doing to promote Ras Al Khaimah and our responsive and sophisticated website will be a core piece in our efforts to promote this stunning Emirate to our core markets and beyond. We are looking forward to working with New Mind | tellUs on this project."

Richard Veal, Managing Director of New Mind | tellUs UK comments: "This is our first project in this part of the world and we are delighted to have the opportunity to roll out our e-Tourism solution there. Most destinations we work with already have a long tradition of managing a visitor economy and we are simply improving the presentation of it through digital channels. Ras Al Khaimah however is really a brand new destination for most western tourists and we are excited to be involved at the start of what will be both a ‘Place Making’ and a Destination Marketing project. CEO, Haitham Mattar has put together a world class team of experienced tourism professionals and we are proud to be working alongside them to tell a great story about Ras Al Khaimah".

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