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.
The appointment will see the agency manage RAKTDA’s integrated creative retainer over the next three years while developing and launching a new destination proposition to support the emirate’s next phase of international tourism growth.
Supporting Ras Al Khaimah’s global tourism ambitions
As part of the partnership, M+C Saatchi will deliver integrated creative services across RAKTDA’s priority markets, including the UAE, Saudi Arabia, the United Kingdom, Germany, India, China, Russia, and Kazakhstan.
The collaboration supports Ras Al Khaimah’s ambition to strengthen its position as one of the Middle East’s fastest-growing tourism destinations.
Known for its natural landscapes, adventure sports and experiences, luxury hospitality, and cultural heritage, the emirate has continued to expand its international appeal. Through this partnership, M+C Saatchi will develop culturally relevant creative platforms designed to strengthen the destination’s identity, connect with diverse audiences, and build long-term brand equity.
Integrated creative approach
M+C Saatchi was selected for its strategic approach, integrated capabilities, and Cultural Power philosophy, which focuses on creating ideas that influence culture while delivering sustainable business growth.
The agency will bring together specialists across strategy, creative, social, experience, and production to deliver connected campaigns across multiple channels and markets.
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.”
Expanding destination marketing portfolio
The appointment further strengthens M+C Saatchi Group Middle East’s presence in destination marketing and place branding, adding RAKTDA to a portfolio of organisations driving tourism, culture, and economic development across the region.
The agency also partners with organisations including Aldar, Marriott International, Pizza Hut, Warner Bros. Discovery, DP World Tour Championship, and Longines Global Champions Tour, delivering services across advertising, media, public relations, social media, consulting, production, sponsorship, and sport and entertainment.
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