Muscat: The Sultanate of Oman's Ministry of Tourism has chosen the World Travel Market exhibition in London to launch its first global destination campaign.
The ministry is using Oman's new brand mark and the strap line — "Beauty has an address".
The campaign runs from November 2010 to April 30, 2011 and highlights an unprecedented international event calendar developed as part of Oman's 40th anniversary celebrations.
In launching the campaign, Oman's Undersecretary of Tourism, Mohammad Al Toobi said, "The campaign's overriding message is to demonstrate how the Sultanate sees its unique hallmark programme of arts, sports and cultural events as a reflection of Oman's heritage, cultural and natural attributes."
Oman has chosen the World Travel Market to launch its first global destination campaign using Oman's new brand mark. The campaign will be conducted in the Sultanate's key source markets in the United Kingdom, Germany, France, the Netherlands, Belgium, Russia, the GCC, India and Australia with the theme "Beauty has an address".
"Our campaign showcases the unprecedented calendar of arts, sports and cultural events coinciding with Oman's 40th anniversary. I am delighted that our global campaign, which reflects our rich heritage, cultural and natural values, will be promoted in all our key markets," added Al Toobi.
Major events
The hallmark events include The Muscat Asian Beach Games (December 8-12), Oman's first Food Festival (February 3-17) and the Fashion Week (February 22-25) as feature event of the upcoming Muscat Festival, the Extreme 40s World Sailing Championships (February 20-24) and the Tour of Oman cycle race featuring over 120 of the best names from the Tour de France (February 15-20).
"The campaign's images are distinctive and special, and the product of collaboration between the Ministry and its creative agency TBWA/ZEENAH (Muscat). Oman's new brand mark features in all our promotional material so as to build our destination brand," said Al Toobi.
The campaign will run in two phases. From Nov-ember 2010 to January 2011, focusing on destination awareness promotions with the second phase announcing travel package offers that start on December 2010 until April 2011.
