MUMBAI: Oman Tourism has announced the launch of its global advertising campaign for the upcoming season which will go live today (Monday) on television and other digital platforms. The campaign captures the essence of Oman at different levels and highlights diverse aspects of the destination.
The film has been conceptualised 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 audience.
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.
Oman ministry of tourism director-general - tourism promotion Salim Adi Al Mamari said, “We are promoting Oman in the Indian market and in countries around the world, and felt there was a strong need for a customised film that highlights the Omani culture, landscape and history, while also depicting the outdoor adventure and wedding aspects of our country."
He added, “The idea of the film was to go beyond HNIs and premium travelers; and attract younger audience, 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 five-minute film will be used for B2B platforms such as events, roadshows, etc. The four-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.
