In our ongoing series exploring relative positioning, the next case features 3 of the Emirates within the UAE, looking for that element that makes them ‘Unmistakeable’, with a specific focus on Ras Al Khaimah.
Dubai built spectacle. Abu Dhabi built substance. Ras Al Khaimah is building escape.
That distinction matters when you are search for that element of ‘The Right to Play & Win’ in marketing.
Dubai makes you want to do more. Abu Dhabi makes you want to discover more. Ras Al Khaimah should make you want to breathe more.
→ Dubai is where the world comes to see what’s next. Theme: Energy
→ Abu Dhabi is where the world comes to experience culture, capital and considered ambition. Theme: Depth
→ Ras Al Khaimah can own something neither needs to own, the UAE in its natural state. Theme: Freedom
The elements within RAK’s portfolio are abundant and include mountains, mangroves, desert, sea, adventure, wellness, and space.
The greatest mistake would be for RAK to compete by becoming more urban, glamorous or metropolitan in its personality and DNA.
Its advantage is precisely the opposite.
Dubai makes you want to do more. Abu Dhabi makes you want to discover more. Ras Al Khaimah should make you want to breathe more.
Three Emirates. Three very different reasons to go. That is relative positioning, and for marketers to create the space in which they win!
