AGENCY

Blue Square Consultants

India

CLIENT

Ministry of Tourism - Sultanate of Oman

Oman

SITUATION

Oman was perceived as a destination for skilled labour.

Negligible visibility/awareness as a tourist destination.

Significantly more expensive than the competing regional destinations, Dubai & Abu Dhabi.

Action

Initially only Mumbai & Delhi markets were targeted to lay the foundations for the brand.

Online & offline training program for agents were conceptualized, developed and executed.

In 2012, campaign expanded to other Tier I cities such as Pune, Ahmedabad & Hyderabad through roadshows and MICE movements with 500 – 1700 passengers from India visited Oman.

Bollywood movies in Oman were included for showcasing a wider reach and visibility.

An interactive campaign with WeddingSutra.com for positioning Oman as a viable affluent wedding destination was implemented.

A mega FAM trip called ‘Discover Oman’, hosted around 65 trade and media partners.

Oman featured on 'Twist of Taste' TV program on Fox Life for a 5 episode special feature with Chef Vikas Khanna, cover stories in Lonely Planet and Outlook Traveler.

In 2017, Oman Tourism launched its first ever made-for-India brand campaign through a TVC that was conceptualized & developed by the India office of Oman. The TVC captures the essence of Oman at different levels and showcases diverse aspects of the destination.

On yearly basis, we put together communication plans that are focused towards identifying, developing and executing branding and advertising campaigns that reach the maximum audience.

Results

Close to 85% Growth in Indian leisure arrivals in Oman in the last 5 years.

Oman successfully launched & established as a exciting holiday destination in 13 key markets of India.

Opened up lucrative segments of 'MICE' & established Oman as a credible ‘Wedding Destination'.

Recognized as Bollywood Destination.

Unrivalled PR coverage and exposures in national and local media.

Numerous Awards & Nominations received for Oman amongst other popular leisure destinations.

Oman weddings
Lonely Planet