the story
In summer 2017, markettiers teams in the UK and in Dubai joined forces for a major announcement. The Ras Al Khaimah Tourism Development Authority (RAK) was poised to launch a stunning new adventure attraction – the world’s longest, fastest zipline. Later that year, visitors to the northernmost emirate could descend from Jebel Jais, the UAE’s highest mountain, at a frightening speed. And our job was to give the project the spotlight it deserved.
the challenge
To ensure this record-breaking attraction was known across the Middle East and beyond, markettiers set a strategy. By utilising our regional and global knowledge of the print, TV, radio and online media landscapes – alongside our team’s unparalleled video production skills and expertise – the activation would come to life.
We aimed to get the right media talking long before launch, ensuring that interest in the zipline began months in advance. We would ensure pre-booking interest and eyeballs long before the first customer strapped in.
the answer
Leading up to launch, we worked with RAK TDA to develop a content strategy. Firstly, we commissioned CGI footage of the zipline as well as stunning photography of the surrounding landscape. Secondly, we captured soundbites and interviews featuring senior RAK spokespeople. And finally, we filmed the construction team in Puerto Rico as the zipline came together.
Our dedicated media teams in both the UK and Dubai joined forces for an international press and broadcast sell-in. Naturally, the assets struck a chord with journalists. And by tailoring content and assets to each region and publication, we generated serious interest from some of the biggest lifestyle and news websites around, not to mention online and TV shows in both the Middle East and the UK.
the successes
The launch and its content featured in TimeOut Dubai, Shortlist Dubai, Esquire UAE, Khaleej Times and Gulf News in-region. Meanwhile, PA Multimedia edited our B-Roll to create their own video which hit MSN, Yahoo and The Belfast Telegraph.
The story was covered by The Express (UK), 24.ae and Deluxe Dubai, with Dubai TV running a full televised feature. Over a full week, markettiers was instrumental in connecting the Ras Al Khaimah Tourism Development Authority with their target audiences. The launch hit ambitious coverage goals and the RAK zipline made a big international impression.