- Oman has featured the creative elements of its destination brand in the design of its new exhibition stand launched at World Travel Market. The stand’s curved lines mirrored Arabic calligraphy with colours drawn from Oman’s brand palette to convey Oman tourism’s strap line: Beauty has an address.
- Her Excellency Maitha Al Mahrouqi, Undersecretary of Oman’s Ministry of Tourism said “we were delighted to have the opportunity to launch our stand at WTM. Our brief to the design team was to produce a stand that showcased our Brand and I think we achieved this brilliantly”.
- Creative Action Design from London and TBWA/Zeenah worked with the Ministry’s Marketing Division to design the stand. While the design is fresh and modern, its detail reflects Oman’s cultural and natural values, and authenticity.
Oman has used the creative elements of its
destination brand in the design of its new exhibition launched at World Travel
Market. The stand’s curved lines mirror Arabic calligraphy while the colours are
drawn from Oman’s brand
palette to convey Oman
tourism’s strap line: Beauty has an address. Oman Tourism’s Ministry believes
the stand is another step in its strategy to build awareness in its destination
values and attributes.
Beginning in 2008, Oman’s Tourism Ministry has led the
international roll-out of Oman’s
Brand, championing a global brand awareness campaign on BBC Worldwide and
BBC.com that has boosted trade and consumer engagement with Oman.
Her Excellency Maitha Al Mahrouqi,
Undersecretary of Oman’s
Ministry of Tourism said “we were delighted to have the opportunity to launch our
stand at such a high profile event as WTM. Our brief to the design team was to produce
a stand that showcased our Brand values and visitors to the stand were excited in what we have achieved” she said.
Creative Action Design (CAD) from London and TBWA/Zeenah in Muscat worked with the Ministry to design the
open space stand. The design is fresh and modern, with colours to convey Brand themes
of majesty, heritage, environment and nature.
Her Excellency says that “the
overall impression is one of vitality and freshness, and I think this will
assist us in positioning Oman
as a progressive and beautiful destination”.
Over 20 private sector companies
and hoteliers were among Oman’s
delegation at World Travel Market.
-Ends-
UK & Ireland media contact:
Alison Cryer, Director - UK
& Ireland / Sangita
Makwana, Sales Manager
Oman Ministry of Tourism Market Representative Office
Oman Ministry of Tourism Market Representative Office
Tel: + 44 208 877 4524
Website: www.omantourism.gov.om
Agents training website: www.omanacademy.com
Follow us on facebook: omantourism-uk
International media
contact:
Peter Keage,
Ministry of Tourism, T: +968 2458 8831
NOTES TO EDITOR
Ministry of Tourism, Sultanate of
Oman
Oman’s Ministry of Tourism (formed June 2004) is
the Sultanate’s lead agency for tourism planning, industry development and
marketing. Tourism is recognised as a major opportunity in the Sultanate’s
economic diversification with the sector generating around 3% of GDP in 2011.
Oman’s tourism strategy showcases cultural heritage
and natural diversity to selected visitor segments. Oman’s cultural heritage includes
World Heritage Listed Sites while its natural diversity extends to hosting a
wide range of flora and fauna, as well as distinct environments that ranging
from coral reefs to high mountains, expansive deserts and sub-tropical
landscapes. A unique concentration in Arabia.
Annual international arrival growth to the Sultanate over the past five
years has exceeded 11%. Oman Air’s network expansion to the United Kingdom and Europe
has played a significant role in boosting arrivals. The Ministry and industry
is now working with Oman Air to build stop-over activity, enhanced by recently
introduced discounted visas.
2015-16 will see the opening of Oman’s world-class Convention and Exhibition Centre, a 3,000 seat facility with
four hotels totaling a 1,000 rooms, a nationally significant development that
will allow Oman to host international business events and conferences. This
adds to a large portfolio of recently opened attractions including the Royal
Opera House Muscat, and niche resorts in spa in Hajar Mountains
and Salalah.
Additionally, the Ministry manages a large portfolio of restored forts
and castles, many of which are major regional attractions with quality museum
collections. The Ministry champions the Sultanate of Oman’s Brand Mark using
the Brand call: Beauty has an address. Representative offices (United Kingdom, Germany/Scandinavia, France, Italy,
The Netherlands, Russia,
GCC, India
and Australia/New Zealand) manage market-specific trade, media and consumer
campaigns. The Ministry provides advice and guidance to a wide range of events
and festivals. The Ministry’s consumer and corporate web sites are www.omantourism.gov.om, www.muscat2012.om, www.moreoman.com and www.mot.gov.om.
