The Future of Mobile

Ras Al Khaimah Tourism Development Authority launches #PurrrfectVacation campaign

David Murphy

The Ras Al Khaimah Tourism Development Authority has launched a campaign which showcases the Emirate as the ideal place for a #PurrrfectVacation. It features a laid-back cat, inspired by the memory of a real cat named Leo, who found a home in Ras Al Khaimah after being rescued from the RAK Animal Welfare Centre. He became a much-loved social media icon, highlighting the outdoor escapades available in the Emirate.

Created by FABLEfx, the creature animation studio, the campaign is running across digital and social channels. In it, the cat journeys across the Emirate to experience chilled-out beach days, beautiful sunsets, and mountain adventures that await visitors, all while maintaining his laid-back demeanour. A place to relax, unwind and have a good time, Ras Al Khaimah comes to life as a place to disconnect, seek serenity, and explore with curiosity, all through the eyes of “the world’s most relaxed cat”.

“Ras Al Khaimah’s wealth of experiences comes to life in a whimsical way in our new campaign,” said Raki Phillips, CEO of Ras Al Khaimah Tourism and Development Authority. “This campaign will help put the Emirate on the map for new tourists, with the help of a fascinating and memorable character, who was once a real-life and beloved icon in the Emirate.”