Rooster secures Ras Al Khaimah tourism brief

Emirate Ras Al Khaimah’s Tourism Development Authority has appointed Rooster PR as its retained PR agency following a competitive pitch.

Rooster will use creative campaigns and activations as well as media and influencer relations to raise awareness of the region as a destination for adventure, wellness and beach tourism in the Middle East.

The agency will use Jebel Jais, the UAE’s highest mountain, and the recently launched Jebel Jais Flight, the world’s longest zipline, to target adventure seekers. It will also use the region’s rich cultural heritage and its coastal, mangrove and desert landscapes to attract those seeking relaxation and escapism.

Haitham Mattar, CEO of Ras Al Khaimah Tourism Development Authority, said: “We were very impressed by Rooster’s travel expertise and creative thinking and look forward to attracting even more visitors and investment to our magical part of the world.”

James Brooke, managing director at Rooster PR, added: “The team got off to a flying start supporting the launch of the Jebel Jais Flight zipline and are excited to help the RAKTDA team propel Ras Al Khaimah into the major league of global adventure tourism destinations with our creative executions and best-in-class travel PR.”