OMAN LAUNCHED ITS NEW STAND AT WORLD TRAVEL MARKET 2012

• 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

Email: alison@representationplus.co.uk / oman@representationplus.co.uk

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                                                 

E: peterk@omantoursm.gov.om,

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.