Australian travellers to the sultanate rise by 71.2%
Showing growth and dynamism, tourist arrivals from Australia into Oman grew by 71.2 per cent in 2012. To further promote Oman as a destination, the sultanate's tourism office in Australia has launched a television commercial (TVC) campaign which will be showed across cinema halls in Australia and New Zealand.
Mona Tannous, manager, Sultanate of Oman Tourism, Australia and New Zealand, said that whilst the growth in number of tourists was impressive, the actual number could be even higher. “We believe that this could be higher due to the way information is captured on arrival into Oman's airports, sea ports and borders. Also, travellers into Oman who pass through immigration in Dubai and Qatar do not require visas when entering Oman so these aren't counted. The Ministry of Tourism (MoT) has already recognised that there needs to be more structured and accurate reporting of visitors, and we know they are working towards this.”
On the new campaign, she said that the 30-second TVC has been put together as the new cinema advertising placements for the year, for which the office has tied up with Adventure World. “The campaign is running in Australia and New Zealand and duration has been for the entire month of July and mid-August. We have joined Adventure World on this campaign as they are one of the leading Australian wholesalers to Oman and one of the first to ever brochure Oman.”
The TVC will be shown nationwide across Palace, Hoyts, Village and Greater Union cinemas in Australia and New Zealand, with the aim to entice the audience to visit Oman with the destinations tag line, 'Beauty Has An Address'.
“The approach was to use the 'Side Trip of a Lifetime' (STL) site and incorporate 'Beauty has an Address', which is the key focus globally for Oman,” Mona explained.
The campaign is linked to 'Side Trip of a Lifetime' website which was developed last year. “As our market does not have direct flights to Oman, we created the STL campaign as a cheeky play on words to encourage travellers to Europe/UK and the greater Middle East who are travelling via Dubai, Abu Dhabi or Qatar (our hubs) to take a 'side trip' to Oman and on reaching the site they found that Oman is not really just a side trip. When creating the STL site, the fundamental premise was to use this as a tactical tool and work with Australian and New Zealand wholesalers to drive bookings, which is the basis for this campaign and all on-going campaigns we are carrying out in our market.”
She added that the campaign's aim has been to use all visual and engaging touch points: cinema, online (STL), wholesaler and direct sales.
“In conjunction with this, we have created a social media and editorial campaign to drive further awareness and, thereby taking a holistic approach across all media platforms.”
On the tie-up with Emirates and Qantas, which started providing daily access to Muscat from five Australian cities, Mona said that the tie-up didn't happen until this year so the results of this partnership will not be known for sometime yet.