Oman Tourism launches global advertising campaign

THE FILM is conceptualized and developed by the Ministry of Tourism’s teams working in Oman and India; and is directed by Bapi Bit of Motherboard Films. There is an alluring international mix of models that have been featured in the film and its overall look is contemporary which resonates well with Indians as well as international audiences.

The film takes one through the journey of a young man from India visiting Oman for a friend’s wedding and then exploring the adventurous side of the country like never before - along with his friends. The tempo rises as the film progresses and the lyrics of the background song ‘I want a freedom from me’ portrays feelings of the protagonist, bringing out a myriad of emotions.

Speaking about this recent development, Salim Adi Al Mamari, Director General of Tourism Promotion, from the Ministry of Tourism in Oman said, “We are successfully promoting Oman in the Indian market and in countries around the world, and felt there was a strong need for a customized film that highlights the Omani culture, landscape and history, while also depicting the outdoor adventure and wedding aspects of our country. We believe that our new film has put together an interesting mélange of all these facets and are certain that the film will appeal to audiences; while helping boost footfalls in the coming months.”

He further added, “The idea of the film was to go beyond HNIs and premium travelers; and attract younger audiences, women travelers, etc. as these are some of the emerging travel segments that India and the rest of the world are witnessing in the last couple of years. Also, since ‘weddings’ are an important part of Indian culture, we are constantly striving to promote Oman for destination weddings and have hence encapsulated a segment in the film which is wedding specific, that showcases the different hues, emotions and rituals of an Indian wedding.”

The film features picturesque locations of glistening Muscat city, rustic town of Sur, historic city of Nizwa, well nurtured turtle reserve at Ras Al Jinz, breezy-mountainous regions of Jabal Akdhar, and pristine Damaniyat Islands.

The campaign will utilize national media channels such as TV, paid search, online display, key digital sponsorships, social media platforms and online streaming applications. The film will be used for global distribution across international markets for promotional purposes. There are multiple versions of the film catering to different segments. The master 5 minute film will be used for B2B platforms such as events, roadshows, etc. The 4 minute version will be used by international markets, and the two minute video will be used on digital platforms. The 30 seconds version of the commercial will be aired on television.