Sultanate of Oman launches Global Destination Campaign, ‘Beauty has an address’

Sultanate of Oman launches Global Destination Campaign, ‘Beauty has an address’
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Published November 9th, 2010 - 17:15 GMT

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The Sultanate of Oman's Ministry of Tourism has chosen World Travel Market to launch its first global destination campaign using Oman's new brand mark and the strap line – "Beauty has an address". The campaign runs from November 2010 to 30 April 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, His Excellency Mohammed Al Toobi said, "The campaign's overriding message is to demonstrate how the Sultanate sees its unique hallmark program of arts, sports and cultural events as a reflection of Oman's heritage, cultural and natural attributes."

The Sultanate of Oman has chosen World Travel Market to launch its first global destination campaign using Oman's new brand mark. The campaign will be activated in the Sultanate's key source markets in the United Kingdom, Germany, France, The Netherlands, Belgium, Russia, the GCC region, 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.

The hallmark events include:

The Muscat Asian Beach Games (8-12 December)Oman's first Food Festival (3-17 February) and Fashion Week (22-25 February) as feature events of the upcoming Muscat FestivalExtreme 40s World Sailing Championships (20-24 February)Tour of Oman cycle race featuring over 120 of the best names from the Tour de France (15-20 February)

"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," concluded Al Toobi.

The campaign will run in two phases. From November 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.

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