Developing a new Positioning for Oman Tourism

Developing a positioning platform
Presented by:
Advertising International Company LLC.
PO Box 407, PC 118, Muscat, Oman, Tel: +968 24564614;
Fax: +968 24564578.
May 30, 2010
30 May, 20101 Copyright © 2010 ADINC & Shantanu Sengupta (shantanu.seng@gmail.com) All Rights Reserved.
Oman Tourism

Background / Brief
• Oman is an emerging tourism destination in the Middle East.
• From marketing perspective, the Tourism Ministry is positioning Oman as
a world class destination for high-yield, responsible tourism in the
heritage, culture, nature and adventure segments.
• Till date, the Ministry’s marketing has been awareness, trade and
incentive focused. However the industry has matured to a point where it
needs to boost its international profile and increase consumer
marketing.
• The GCC is the largest international source market for tourists to the
Sultanate, followed by UK, Germany, France and the Netherlands; these
have been central to the Ministry’s marketing strategies focusing Oman’s
product strengths (culture, heritage and people).
• In 2008, Oman launched a National Brand Mark which is being
implemented across media platforms and markets by the Brand Oman
Management Unit (BOMU).

Ministry’s Forthcoming Campaigns
The Ministry aims to Promote Oman at 3 broad levels:
• Domestic:
– Promote its 9 governorates as destinations in their own right
• GCC Level:
– Promoting Oman as a short break / holiday from GCC countries
– Encouraging Road Touring to and within Oman
• International Level:
– Showcase Oman as a destination to key travel media and trade
– Promoting pre and post Games touring during 2nd Asian Beach Games

Task for the Agency
• Develop a sustainable communication platform that synergizes
ministry’s campaign activities at Domestic, regional and
international levels
• Present the following creative samples:
1. Full page Newspaper Ad promoting Oman at the UK-Europe Market
2. Full page Newspaper Ad introducing Oman’s 8 tourism product regions to
domestic tourism markets + web banner Ad
3. Half Page Newspaper Ad to promote one tourism product region (Al Sharqiyah or
Dhofar) using a look & feel template

Our Approach to Brand Planning – MCP Analysis
(3) Product / Brand
Realities
(1) Market Realities
Communication
Strategy
(2) Consumer
Realities

A. World Recession Effects on Tourism
B. Current Forecast for Global Tourism
C. Factors affecting growth of global tourism

1-A. Effects of the World Recession on Tourism
Observations based on the Reports of:
– World tourism Organization (UNWTO)
– IPK International World Travel Monitor
– IPK International Asian Travel Monitor
– 2009 European Travel Monitor
– Office of Travel & Tourism Industries, US Dept. Of Commerce

Fall in International Tourist Arrivals
• International tourist arrivals fell by
7% during Jan-Aug’09,
– The full-year forecast indicated a decline
of 4 - 6%
– Growth of 1-2% forecasted in 2010
• Africa was the only region that
escaped global recession
– 4% increase in arrivals
• Europe suffered the most among
other world regions
– 8% drop in arrivals each in Europe and
Middle East
– 7% drop in the Americas
– 5% in Asia Pacific
- 8%
+ 4%
- 5%
- 7%
- 8%

Drop in Global Outbound Travel
• 2009 showed a
gross 4% decline in
the number of
outbound trips
throughout the
world
Source: IPK International’s World Travel Monitor®

Drop in European Outbound Travel…
• The Europeans took a
total of 395 million
outbound trips in 2009
– 6% drop vs. last year
• This accounted for 3.5
billion overnights, a -
12% decline from the
previous year.
• Travel expenditures for
outbound trips dropped
- 13% in 2009

Europe’s drop in outbound travel
was most visible in 6 countries
• UK recorded the greatest
outbound travel decline in
2009
• Outbound trips fell by 3
million in the German market
as well, and by 2.6 million in
the Russian market.
• Similarly, the Spaniards,
Swedes and Dutch also went
on considerably fewer
outbound trips than in the
previous year.

US outbound travel started recovering
Travel Spending however
continued to decline, and is
not expected to go up very
soon.
Reasons:
– Weaker labor market
– Huge loss of wealth due
to crisis

US short-haul outbound travel worst hit
• Mexico and Canada
suffered the most
• Central and S.America
were more or less
unchanged
• However, Middle East and
Africa seemed to be the
destinations of choice

Decline in Outbound travel from 8 Asian countries
• Despite healthy figures
from Japan and
S.Korea in 2008,
between Jan-Jun’09
there were sharp
decline from these
markets
• The Overall decline of
10% (Jan-Jun’09) is
expected to stabilize
to 5% for the whole
year

1-B. Current Forecast for Global Tourism
Based on the following reports:
– IMF World Economic Outlook Database, Oct ‘09
– World Economic Survey 4Q’2009; Institute of Economic Research @
University of Munich
– IPK International European Travel Monitor
– IPK International World Travel Monitor
– ITB World Travel Trends Report 2009-2010

World Economy is seeing a turnaround
• There are growing signs
that the economic cycle
is now turning, albeit
slow
• Emerging economies are
expected to see a 2% rise
in GDP in contrast to 3%
decline from advanced
economies
– China and India will be 2 of
the best performers

As a result, Tourism too is seeing better prospects
• “Next Year’s travel Intentions” are
quite positive*
– 68% intend to travel next year at least as
much as they did – or maybe more - in
2009
• Asia Pacific would see a modest
increase in outbound trip volume –
mainly for intra-regional
destinations*
– This forecast also applies to South
America and the Middle East.
* Source: (1) ITB World Travel Trends Report;
48
32
14
6
27
41
21
11
Will travel as much as this year
and maybe even more
Will travel about the same as
this year
Will travel less often
Will travel not at all 2010
2009
Next Year’s Travel Intentions among Europeans, 2009-10
Based on responses among Europeans, who say that economic recession
has affected their travel plans (52%), the % share of those who agree
with the following:
Source: IPK International’s European Travel Monitor

Continued preference for shorter, less costly trips
• Shift from long-haul to short-haul travel expected to continue
• Spending less on trips
– by making them shorter, travelling off-season, or visiting destinations closer to
home.
• Increased online travel for more options
– researching travel options, booking flights, hotels and complete holiday packages.
Source: ITB World Travel Trends Report 2009-2010

1-C. Factors affecting growth for global tourism
Based on the following reports:
– World Travel & Tourism Council – Progress & Priorities 2008-09
– Total Tourism India, PATA, Feb 2007
– Travel and Tourism 2020 Report
– ITB World Travel Trends Report 2009-2010

a) – BRIC*’s continuing growth as an Economic Power
• BRICs and emerging markets driven by them, account for ~30% of
global economy and ~47% of the entire global growth (IMF)
• Even though BRICs account for half of world’s population, only 5% has
travelled abroad, compared to almost 50% in developed countries
• With their basic needs getting fulfilled, people in BRICs have started
domestic and international travel:
– discovering new destinations
– exploring newer tourism products
– indulging in shopping and
– trying out unexplored cuisine
* BRIC = Brazil, Russia, India, China

b) - India & China: 2 high growth countries
• 2 of the high growth BRIC countries
expected to increase travel and
tourism demand till 2018 are India
(9.4%) and China (8.9%)(A)
• Indian Tourists outspend Americans
in Britain(B)
– Average American spends GBP 710 vs.
GBP 793 by an average Indian
– 7.9% reduction in number of American
tourists vs. Indian
• Indians already the highest
spenders in the Asia Pacific
destinations(C)
– S’Pore Tourism Board reported per-capita
Indian spending was USD 900 per trip,
while for Hong Kong it’s USD 640
0
1
2
3
4
5
6
7
8
9
10
Countries expected to increase Travel &
Tourism demand most rapidly (2008-18)(A)
% Annualized real growth
Sources: (A)World Travel & tourism Council Progress & Priorities 2008-09 (B) Times, London 6th Jul, 2008 (C) Total Tourism India, PATA, Feb 2007

c) – Rise of the urban Middle-Class in China & India
• Rising purchasing power of Middle-Class
– Per-capita GDP of China and India are far below Russia and Brazil
– However, India’s ever growing middle-class market is fueling continuous
consumption growth
• Immense growth of OUTBOUND tourism from India and China
– Consumers now have the opportunity to experience a wider range of products –
thanks to innovative and aggressive product packaging in collaboration with
tourism boards, airlines and financial institutions
*Source: Branding India-An Incredible Story By Amitabh Kant

d) – Shift towards Experiential Tourism
• “Desire for real and authentic Experiences” while travelling*
– One of the ways to escape stress and harsh realities of modern life
– Driven by Rapid rise of post-material consumerism
– Motivated by pursuit of individualism
• Increasing popularity of multiple short-breaks*
– Tourists want to get away from routine, into cultural and natural breaks
– Tour financing in some countries has shifted emphasis on having fun and spending
quality time with family – as opposed to shopping
• Increased movement of up-market clientele towards responsible
tourism and enrichment
– They wish to learn more about destination, contribute towards it and give more than
they received from it during their holidays
– Retiring Baby Boomers from US and Europe also fall in this category
– Increasing demand for cultural tourism, and for multiple short-breaks
*Source: ITB World Travel Trends Report 2009-2010

e) - Impact of Climate and Technology Changes
• Global Warming might trigger following scenarios:
– Rise of Green consumerism which will affect tourism too*
– Altering tourism seasons - many tourists may prefer shoulder or winter seasons
for pleasant travel
– Increased spending in temperate nations and proportionately less in warmer
nations
– Huge decline in tourist trips from northern Europe to Mediterranean within the
“Sun-Sea-Surf” (SSS) sector
– Falling visits to Ski destinations
• Internet and Digital Media Explosion has resulted in:
– 9 X increase in usage of internet for researching and booking holidays
– By-passing travel agents and middlemen to book and travel
– Newer and cheaper aircrafts; Budget Airlines
*Source: ITB World Travel Trends Report 2009-2010

Market Realities – Summary
A. Effect of Global Recession on Tourism
1. 2009 indicated severe drop in tourist arrivals; but 2010 promises overall
growth
2. Outbound travel was also severely hit – esp. Europe
3. China, India and other South-East Asian countries had comparatively much
lower effect
B. Current Forecast for Global Tourism
1. Stabilizing GDPs offer positive (albeit restrained) outlook
2. Higher promises of Outbound travel from some regions
3. Shorter, less-costly, but frequent trips and increased role of online travel
C. Factors affecting growth for global tourism
1. Growing prosperity in China and India, and their faster economic recovery
from recession
2. Experiential Tourism and promotion of “authentic experiences”
3. Global Warming and Rise of “Green Tourism”

(2) Consumer Realities
A. Understanding today’s Tourism Consumers
B. Understanding current tourists of Oman

2-A. Understanding today’s Tourism Consumers

For any tourist,
the 2 primary drivers* for destination choice are…
(1) Perceived Image of the
destination
(2) Perceived self-Image of the
tourist in that destination
Dependent upon the status of
the destination brand, in terms
of its awareness and promise
Dependent upon the
psychographics of the tourist –
his core personality and his
expectations out of his life
Therefore, communication would be more effective if it
also addresses some aspects of tourist’s self-image.
*Based on insights gained from a research of European travelers by a leading research agency

2 broad tourist segments* dominate tourism
1. Sun-Sand-Surf (SSS) – the mass market tourist
– They are sun and sea lovers
– Most likely to settle for tried / tested beach focused destinations
– Spas, Resorts and star hotel packages are most apt for this kind of tourist
2. Alert Independent Traveler (AIT) - the exploratory tourist
– Love vacations which are exploratory
– Most likely to try out new destinations offering newer experiences
– Adventure tourism and eco-tourism falls within this basket
– They love knowing a destination deeper, and then share knowledge
Many Travel based TV series have motivated AITs to visit them and
bring them out of the closet
– Eg. Michael Palin’s “Full Circle” TV series made Machhu Pichhu a hot spot
* Based on a research by tourism researcher Peter Arnold

However recession has evolved 4 categories* of tourists
1. Slam-on-the-brakes types
– Feel the hardest hit and put all spending on hold
– Probably the ones who lost their jobs or whose friends have
– See doom and gloom all around; Likely to cancel all holiday plans
2. Pained-but-patient types
– Tend to economize, but less aggressively; Unlikely to cancel holiday plans
– Adjust spending downwards short term but still plan ahead, in the hope of
recovering in near future.
3. Comfortably well-off types
– Keep buying, and travelling; But more selective, and more conscious
– Are 'luxury shame‘ – careful not to exhibit ostentatious travel behavior
4. Live-for-today types
– Carry on as usual, though delaying major purchases.
– More likely to prioritize holidays over consumer goods e.g. cars.
* Based on an article in HBR, by John Quelch and Katherine Jocz
Categories # 2 and # 3 would most likely need more push in 2010.

2-B. Understanding current tourists of Oman

Tourist Arrival Trends in Oman
• Oman registered 1.1million tourists in 2008; this is expected to rise
by 11% rise in 2009(A)
• Although current tourist arrivals is small compared to other countries,
Oman still showed a healthy growth of 18% YOY till May 2009 (B)
• Since the revenues grew by 3.9% over the same period (B), it’s likely
that discounted packages played a significant role in the overall
growth
Sources: (A) http://business.maktoob.com; 13th Sept. 2009. (B) A study by Standard Chartered Bank published in August 2009

Current European Travelers:
Oman Awareness primarily thru references
• Many tourists / travelers tend to choose Oman as a destination,
through references, recommendations, online diaries, online
journals(A) (e.g. http://www.travelwithachallenge.com/Oman)
– Online diaries and Journals usually highlight 1 or 2 hotspots among Salalah,
Musandam, Muscat, Al Hoota Caves. Etc.
• Recognition of a few of Oman’s cultural properties by UNESCO(B)
has helped bringing these travelers to Oman
– Recognized properties are: Bahla Fort; Sites of Bat, Al Khutm and Al Avn;
Frankincense Trail; Aflaj Irrigation System; Arabian Oryx Reserve
Sources: (A) Based on casual interviews of 7 tourists in Muscat, in the Mattrah and City Center Mall (B) http://whc.unesco.org/en/list

Prospective European traveler:
Oman’s awareness & perception is quite low
• Awareness of Oman(A) can best be summarized by the following:
– 93% (29 responses)  didn’t know about Oman at all
– 7% (2 responses)  aware of Oman but didn’t know its location
– 3% (1 response)  aware of Oman and its location
• In the West, the name “Oman” is often confused with “Amman” –
the capital of Jordan(B)
Sources: (A) Based on online survey of 31 European travelers who take at least one vacation every year (April 2010)
(B) Alison Gardner’s travel diary on exploring Oman - http://www.travelwithachallenge.com/Oman.html

(3) Product & Brand Realities
A. Oman’s Tourism Product / Brand
B. Competitor Analysis / Insights
C. Review of a Competitive Advertising

3-A. Oman’s Tourism Product / Brand

Governorates & regions of Oman -
Each has something to offer to prospective traveler
• Some examples are:
– Muscat – Many attractions
– Musandam – Fjords of Arabia
– Dhofar – Garden city of Salalah, Mughsayl, Lost city of Ubar
– Al Buraimi – The Al Khandaq fort
– Dhakhliya – Al Hoota Caves, Jebel Shams, Jebel Akhdar, Bahla Fort
– Dhahiriya – Ibri Fort – the gateway to the Empty Quarter
– Batinah – Rustaq Fort (13th Century) and Sohar Fort (17th Century)
– Wusta - Arabian Oryx Reserve
– As-Sharqiyah Region – Ship Building heritage, Majlis Al Jinn, Masira Island
• Many of these have not been packaged for domestic tourism;
As a result, many of these attractions would hold the charm of a new
discovery for the country’s residents

As an International Tourism Product..
• Many attractions have been capitalized to some extent
– Fjords of Musandam
– Caves of Hoota
– Seasonal Greenery of Salalah
– Turtle Beach of Sur
– Fort and souq of Muscat
… and many more
• However, many other attractions have not yet been explored:
– Frankincense Heritage of Dhofar
– Queen Sheeba’s Palace
– The lost city of Ubar
… and many more
Hence there’s a need to open up many territories for exploration by
international traveler segments

As a Regional Tourism product…
• Oman currently attracts visitors from UAE, Saudi, and other
Arab countries in 3 broad areas:
– Salalah, Musandam and Muscat
• Salalah:
– Exploring the rain lashed landscapes of during Khareef seasons
• Musandam:
– Exploring the cooler weather, its fjords and the dolphins
• Muscat:
– Family trips and relaxation;
– Exploring a few attractions in and around the city
Therefore, Oman’s wider diversities have not yet been explored
well for the regional tourism
– There’s a lot of scope for GCC tourists to explore Oman

“Brand Oman” captures essence of Oman…
• The 4 elements of Mountains, Turtles, Dhow and Incense – promote a
sense of exploration

3-B. Competitor Advertising Analysis

Competitive Review
1. 7 Wonders of “Amazing Thailand”
– Focuses on the cultural element of Thailand
– Promotes itself as a Fresh, Natural and Diverse destination
– Promotes 7 themes of: Thainess, Treasures, Beaches, Nature, Wellness, Trends and
Festivities
2. “Malaysia - Truly Asia”
– Reflected a distinct cultural diversity
– Projected Malaysia as a microcosm of Asia
3. “Uniquely Singapore” and “Your Singapore”
– Built upon 5 main experiences… A City of Diverse Culture, Gardens, Fun, Arts and
Gateway
– Distinctive in terms of Multicultural Synthesis (of East and West)
– Promotes the key experiences as something that’s “built around you”

Competitive Review (contd.)
4. “Definitely Dubai”
– Portrays itself as an international city of “captivating contrasts”
– Promotes as a gateway to the Arab World – capitalizing upon West’s view of the
Middle-East and Arabia
– Self proclaimed as an “end of choice” for a travel destination
5. Egypt “Where it all Begins”
– Promotes a diversity of authentic experiences starting from the sand, sea, marine
life, to the heritage, souqs and current culture
6. “Incredible India”
– Explored the rich diversity of experiences that India offers
– Year after year, the theme was expanded further to attract different TA profiles
– Authentic experiences are captured well throughout the campaign

Competitive Review (contd.)
7. “100% Pure New Zealand”
– Based on a series of authentic expressions
– Theme connects travelers with NZ’s landscape people, cultures and scope of
adventure
– Sustained thru various derivatives, e.g. 100% Pure Romance, Spirit, etc.
8. “Greece – the true experience”
– Based on 4 broad experiences: Culture, Coastline, Nature and Resorts
– Diversities were explored within each of these experiences
9. “Love Cyprus”
– Based exploring a variety of experiences around the country
– Captures diversities in form of landscape, culture, fine-living and other
10. “Turquoise Calling” – Turkey
– Based on exploring the sea, marine and city experiences of the country

Competitive positions
• Many tourism brands portray themselves as a mixed “package of
experiences”.
– Malaysia and India have stood out of the rest in some ways
SSS
basket
AIT
baske
t
Older
Mindset
Malaysia
TourismAmazing
Thailand
100% New
Zealand
Greece
Cyprus
Turkey
Younger
Mindset
Incredible
India
Definitely
Dubai
Your
Singapore
Egypt
Mature
Mindset

3-C. Review of some Competitive Ads

“Amazing Thailand” Campaign

“Turkey Welcomes You” campaign

Turkey “Turquoise Calling” campaign
• Running along with a
TV campaign on the
same theme.

Greece – “the true experience”
•Highlighted upon
Culture Heritage,
and many other
experiences
altogether

100% Pure New Zealand Campaign
Built upon authentic
experiences which New
Zealand Offers

Cyprus
Based on a TVCF
campaign running
parallelly

Dubai Tourism’s “Definitely Dubai”
This is the newest
initiative from
Dubai Tourism,
launched thru a
website.

Be Closer to your Children, Family
And know more about your country
Saudi (Domestic Summer Campaign)

“Incredible India” Campaigns
Built upon non-
stop myriad
experiences that
India offers

Egypt “Where it all begins” campaign
Built upon a variety
of experiences
ranging between
culture, heritage,
and other wonders
of Egypt.

Key Conclusions and Communication Tasks

Conclusion #1
1) Change of traditional catchment areas of travelers
– India-China / SE or FE Asia region in the process of replacing UK / Europe
2) Change of duration and nature of vacations
– Shorter frequent vacations in the process of replacing vacations
3) Change of Expectations from a vacation / travel destination
– Authentic, natural and enriching experiences are massively replacing the
usual Sun / spa / resort / beach / city specific experiences
To succeed in post recession travel & tourism industry, Oman needs
to capitalize upon 3 major CHANGES driving the industry
* T&T = Travel and Tourism

Conclusion #2
1. Tap in from the basket of Exploration inclined travelers who
are known to increase awareness of any new / unknown
destination
2. Explore benefits which Oman can offer, that addresses their
self-image needs
“Tourism Oman” needs to identify a distinct set of patrons / customers
who’d contribute in expanding the current awareness of Oman

Conclusion #3
1. Consolidate and communicate a succinct personality that
works for it at domestic, regional and international levels
2. Accentuate its Core brand identity (Dhow, Mountain, turtle
and Incense)
3. Identify and project a core value that’s distinguishes it’s
product benefits
“Tourism Oman” needs to have a strong character of its own,
in order to differentiate itself firmly from its competitors

Communication Tasks
1. Identify Tourism Oman’s Target segment (and catchment areas)
– Short Term and Long Term
2. Position Oman as an authentic and experiential destination
within the region
3. Generate awareness and interest about Oman at international
regional and domestic levels.
– Enter Oman into the consideration set of travelers in primary markets

Communications Strategy
• Target Segment Considerations
• Developing a Positioning Platform
• Application of Strategy

Target segment Considerations - 1
• Current Competitive tourism brands offer packages that comprise
a mix of experiences, including sun, sand, sea, shopping, spa,
heritage, culture, etc.
– As a result, product benefits are not differentiated enough, for effective
segmentation
• Tourism Oman’s product benefits need to be promoted as
distinctly different from its competitors
– This would have direct implication on defining the target audience
• Majority of the Oman’s tourism spots are unknown or under-
explored Internationally and regionally
– Hence we need to target discerning customers looking for newer places for
tourism

Target segment Considerations - 2
• Post Global Recession, 2 new catchment areas emerge for
Travel and Tourism in general:
A. Europe / UK
– Would continue to be one of the largest catchment for Oman tourism
B. Indo-China
– Is rapidly emerging as a catchment, and is essential for long-term
marketing

Defining Tourism Oman’s Target
• Our TA is the discerning traveler / tourist who is looking for
intrigue, exploration, and enrichment during vacation
– Primary TA will be from Europe.
• He/she would have the mindset of a 25-35 year old person
– older customers below 50 years also fall under this category.
• His / Her knowledge of Oman at best, is limited.
– His expectation from a vacation is much more than Sun, Sea and Surf – although
he might consider these as fringe benefits.
• Attitude is that of a “young-minded explorer”
– whose hunger for discovery cuts across gender / age / socio-economic criteria.

Developing the Positioning Platform
(3) Product / Brand
Realities
Positioning
(2) Consumer
Realities
Need for establishing a strong
character; a personality that
breathes, smiles, refreshes
and energizes - UNIVERSALLY
Need for Authentic
engaging and sustained
Experiences
Need for Authentic, Natural
Experiences that offer ample
opportunities for exploration;
Diversity is a trigger

Developing a Positioning Platform (contd.)
Consumer
Realities
Product /
Brand
Realities
Market /
Competitive
Realities
Experience a rich Diversity of Landscape, Culture,
Heritage in Oman – not experienced in the region
“Oman offers experiences you never thought existed in the region.”
“Untold Oman”Positioning Platform

Exploring the positioning further…
Untold Oman!
DIVERSITY of CULTURE – Whether it’s the Bedouin or the
Hajjaris, delve into a 2000 old culture of Oman you never knew
DIVERSITY of LANDSCAPE – There are diversities no matter
which each area you visit e.g. Musandam, Salalah, Muscat etc.
DIVERSITY of HERITAGE – Whether it’s the pre-Islamic
monuments or the traditional craft of Frankincense, there are
more untold stories you have imagined before
DIVERSITY IN THE COUNTRY – There’s something for every
tourist within the 9 governorate / region of Oman
INTERNATIONAL
/ REGIONAL
LEVEL
DOMESTIC
LEVEL
DIVERSITY IN A REGION – Whether it’s Hoota caves or Queen
Sheeba’s Palace or the Lost City of Ubar, there’s something
magical about Oman that appeals to everyone.

Oman’s proposed position among competition
The new positioning would
position Tourism Oman among
the Younger Mindset within AIT
Basket
SSS
basket
AIT
basket
Older Mindset
Malaysia
TourismAmazing
Thailand
100% New
Zealand
Cyprus
Turkey
Younger
Mindset
Incredible
India
Definitely
Dubai
Your
Singapore Untold
Oman
Mature Mindset
Greece
Egypt

Messaging Strategy and tagline
Untold Oman!
Diversity of Experiences;
Exploration, Intrigue and Amazement;
1 2
“Mystery at every corner”
“There is more of Oman than you have known before”
“Magic in every breath”
Creative Expressions (tagline)
Message
Proposition
Core
Benefits
(Creative samples are presented in a separate document)

360-degree application of Message
Untold Oman
TV
Commercial
Events
Website
Promotion
T&T
Exhibitions
Packaged Tours
/ Promotions
Direct
Marketing
Cycling
Tour
Print
Advertising
Outdoor &
Mobile Media
Social
Media
Public
Relations
Discovery
Campaign

International Level application (examples)
• International Campaign
– Drive the awareness thru the central / umbrella theme in Europe
– Suggested Media – TV, Print, Online, Outdoor, Mobile Outdoor, etc.
• Shanghai Expo participation
– Uniquely Themed to attract International customers and trade
– Main Theme will be as per umbrella positioning.
– Sub themes could highlight specific products:
• The Magic and Mysteries of Hoota Caves
• Traditions and Heritage of Sur
• Beauty and Magic of Muscat
• 10th Asian Beach Games sponsorship
– Supplement Umbrella positioning by promoting sub-themes and images
– Examples:
• “Explore Oman your new playground”
• “Mystic and Magic of Muscat”

GCC Level Application (examples)
• “Yalla Oman” Campaigns
– “Amazing weekends” to Oman packages
– “Untold Muscat”, “Untold Salalah”, “Untold Sur” packages
– Each package should be designed and promoted as a discovery trail
• Road Touring Campaign
– “Off-Road Discovery” Tour to Muscat, Jebel Shams, Jebel Akhdar, Salalah
– Each tour package designed to promote an unknown spot aggressively
– Inviting select media to participate free with adequate media coverage
– Paid Blogs to cover the first hand experiences
• ATM Exhibition Participation
– Uniquely themed to promote Oman among regional customers and trade
– Main theme should be the same as in the International Campaign
– Proposed Sub-theme examples:
• The Untold Hoota Caves
• The Pristine Turtle Beaches

Domestic Level application (examples)
• “Discover Oman” Campaign
– National Campaign targeting youth and senior school children
– Evoking untold stories on heritage and culture about each region and governorate
– Culminating into a number of free and paid packaged tours for 4 persons within
the country
• “Cycling Tour”
– Identify cycling routes throughout the untouched parts of Oman
– Invite young people to participate
– Wide media coverage to ensure constant publicity
– Blog sites to recount 1st hand touring experiences
• Packaged Tours / promotions
– Identify specific parts of Oman that could appeal short breaks for the residents
(depends upon Hotels and infra available there)
– Some examples:
• “Discover yourself” Honeymoon package
• “Amazing Wadi” Weekend package

PR and Events Application (examples)
• Build up events and opportunities to supplement the umbrella
position
• Create stories of mystic, intrigue and amazement around selected
destinations
• Some Examples:
– “My Oman”
• Essay Competition among school children, about their experiences during last vacation within
Oman;
• Free press coverage to the entries that stimulate a sense of discovery, intrigue, amazement
– “Untold Oman”
• Permanent column in the Print media (magazines and dailies) that tell tales of a particular
tourist spot
– “52-weeks in Oman”
• Promoting 52 tourist spots in Oman, for 52 weekend getaways
• Each spot promoted as a mini event at a public place frequented by residents e.g. Malls,
Commercial centers, etc.
• On-site MC to perform live quiz for interactive participation

THANK YOU
30 May, 2010 Copyright © 2010 ADINC & Shantanu Sengupta (shantanu.seng@gmail.com) All Rights Reserved.76
Conceived and Developed by:
Shantanu Sengupta
Brand Strategist; Marcom Specialist
http://www.linkedin.com/in/shantanusengupta

Developing a new Positioning for Oman Tourism

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