Selling quiet, to people who are exhausted by Dubai.

Private farmhouse and staycation venues in Ras Al Khaimah — Palm Escape, a farmhouse wrapped in greenery, and Hide Out, a group retreat built around pools, shade and shared meals. Positioned as a sanctuary for renewal and quiet connection.

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Role

Marketing lead — Outbox Agency

Sector

Hospitality & Leisure

Location

Ras Al Khaimah, UAE

Period

2024 — 2025

The brief

Compete for a weekend against every hotel in the UAE, with none of their budget and none of their brand recognition.

The situation

Competing for a weekend against every hotel in the UAE, with none of their budget and none of their brand recognition.
Ras Al Khaimah is a drive from Dubai — the reason to make it has to be obvious before anyone checks a price.
The booking is made by one person on behalf of eight, so the content has to survive being forwarded to people who never visit the site.
Demand collapses in summer and spikes before long weekends, so an evenly spread budget wastes most of itself.

What I did

Sold what a hotel structurally cannot offer

The whole property, no lobby, no other guests. That is not a feature list — it is the entire reason this category exists, and it was made the lead message.

Targeted the organiser, not the traveller

One booking here is a group decision. The audience was defined as the person who plans for others, which is a different targeting and creative problem entirely.