Sultanate of Oman

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The most well kept secrets are always hidden...“ The most well kept secrets are always hidden...“ The most well kept secrets are always hidden...

Paris - Muscat, 10 years of invitation to travel

As my way of reporting on the fi rst 10 years of the Oman Tourism Offi ce in Paris - France, I have chosen to do things a little differently and re-live with you the 10 years of romance between France and Oman like a tale from the Thousand and One Nights...

Rania Khodr Director of the Sultanate of Oman Tourism Offi ce in France

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From day one, the magic of Oman offered strength

… On Monday 6th May 2002

That was the day that I unpacked my boxes, all alone, in the very modest offi ce of the Embassy of the Sultanate of Oman in Paris. I quickly stuck a Post-it saying “Sultanate of Oman Tourism Offi ce”on my offi ce door on the third fl oor, at the end of the corridor on the right. My fate was sealed, to be devoted entirely to Oman…

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A sleeping beauty…

The Sultanate of Oman might have been created for holidays from the beginning of time, but seems to hide its charms jealously, the most discrete and confi dential of destinations.In 2002, while Dubai had 46,500 French visitors, the Sultanate of Oman had only 2,000!That left plenty of spare capacity for the 19 tour operators who were serving the destination at the time…

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… enlightening the path

The Ministry of Commerce and Industry was increasingly convinced of the possibility of expanding the French market, especially as some tour operators saw in Oman a precious alternative to other destinations in the Arab world. I was given a particularly ambitious mission in France:

to raise awareness of Oman as a holiday stand alone destination;

to double the number of visitors by 2010 while avoiding any identifi cation with the mass tourism market;

to promote the image of a country that is open to the world while maintaining its unspoilt and intimate nature.

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… A voyage that reveals all senses

Is it the spirit of Scheherazade, who could spin time out forever? Or the bewitching perfumes of the Orient? Let’s not delve into these mysteries but simply recognise that the Sultanate of Oman gives travel its real dimension by allowing every traveller to become a kind of nomad, embarked on both an internal and an external voyage. Such a spiritual quest is only possible in a country such as this, that strives to protect itself against the uncontrolled tourism.

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... and where the exception is the rule

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There are only a few countries left in the world that still excite the curiosity of travellers. Tour operators that want to set themselves apart and try to satisfy the “tourists” that are always on the lookout for unspoilt destinations, rich with rare features:

the Sultan Qaboos Mosque the world’s largest carpet (60m x 70m);

the vast Majlis al Jin cave chamber, the second largest in the world;

Rub’al-Khali (the Empty Quarter), one of the widest sand desert in the world, where you can hear the music of the dunes: many scientists have tried to understand the mystery, and French television recently devoted a fascinating program to the subject.

the perfumes of the House of Amouage, created in the Sultanate of Oman from rare essential oils, is known as the gift of the Kings;

fi nally (though there is really no end to the list), Oman produces the rarest frankincense in the world, Hujari.

The legendary land inspires the imagination like no other...So, why follow the crowd, be different

The challenge was to fi nd the words

“Oman the Essence of Arabia” was the baseline of Oman Tourism for all communications, while in French this would mean “the oil of Arabia”, so the priority was to change the slogan for the French market and in 2004 it became:

“Sultanat d’Oman”, (Sultanate of Oman), the word “sultanate” was added to “Oman” for its strong evocative power (palaces, perfumes, legends, the Thousand and One Nights…).

“Rivage d’Orient sur l’Océan Indien”,(The shores of the Orient on the Indian Ocean), a signature that embodies the strong maritime history of the country and help situating the country.

“Pourquoi faire comme tout le monde ?”(Why should you follow the crowd?), a mildly provocative slogan that refl ects the exceptional character of a tourism destination reserved for the discerning few.

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And a brand that refl ects the country’s natural and cultural treasures

The French logo and baseline were used until 2010, where the new brand Oman was created by the Ministry of Tourism with all four symbols depicting Oman’s unique mix of assets — the centuries of history, tradition and culture, the breath-taking landscape, the rich marine life and the sacred frankinscence which also represents the word Oman in Arabic calligraphy:landscape, the rich marine life and the sacred frankinscence which

New brand, evolving journey...

The incense smoke, core of our cultureThe incense smoke, The dhow, an ancestral

maritime tradition

The silhouettes of our mountains

The turtle, emblem of our rich marine life

landscape, the rich marine life and the sacred frankinscence which also represents the word Oman in Arabic calligraphy:landscape, the rich marine life and the sacred frankinscence which landscape, the rich marine life and the sacred frankinscence which

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“The desert and the hymn of the sea, the Sultanate of Oman cultivates the natural beauty of the region magnifying the sublime encounter of the sand and the ocean. This natural divine confrontation, theoretically enemies, yet the desert and sea of Oman merge in a graceful fusion. They glorify from the waves that crash on the shore creating a magnifi cent lace on the rugged coastline. Oman has so many tribes (The Sultan visits them yearly in their camps), It always kept its rich maritime tradition where the fi shermen go out every morning to the sea, or even at the small harbor in Muscat, the capital; fi shing sardines, tuna, bream fi sh, and more. They sell them at the charming fi sh market of Muscat. The visitor alternates between tracks of dust and rocky coasts. He also shares the pleasures of the hiking and that of the diving. Oman is a land of the heart.”

Jean-Pierre Chanial, Journalist in “Le Figaro” - trip in 2003 and before

Spread the word… share the experience

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“Since my childhood, Oman makes me dream. Discrete and charming, smiles that come from the bottom of the heart, the essence of adventure, this is a country that gives the sensation of thinking calmly about its future. Sharing completely the inspiration of the country to rediscover the ancient maritime history, I am delighted to continue to pass on my experience to future Omani sailors.”

Loick Peyron,Skipper OMAN SAIL (2009-2010)

“Oman: there are no people more civilized and human towards strangers. For over 20 years, I am a huge fan of the Sultanate. There is always somewhere new to discover: a wadi, a mountain, a village and a population. Two tips: beyond the famous forts and sites already known (as Misfat Al Abiryeen) one should go and explore the old villages which are still inhabited though well conserved as Birkat Al Mauz, Mana, Hamraet Adam. For music lovers, not to miss the new Royal Opera House in Muscat, magnifi cent building, which has very high quality performances.Here all is order and beauty, luxury, calm and pleasure.”

Michel Touraine,Former ambassador of France to Oman

“The fi rst time I had the chance to visit Oman was in 1988, the country was barely opened to tourism. So, I actually discovered the Arabia Felix. In Oman, no imposing sites, no phenomenal tours, or fl ashy luxury, Oman is better than just a country, it is an atmosphere!... I still remember this woman from a far village that spontaneously came to offer us a basket of dates when we had a picnic at the edge of a falaj in a palm grove in the heart of the mountains of Jabal Akhdar. Muscat that has the talent to retain its guests... It is perhaps here that my passion for travel was born...”

Marie-Dominique Perrin,Television journalist

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“First I was impressed by the variety of landscapes in Oman, one day, we are in front of the waves in Masirah Island, the next day we fi nd ourselves in the middle of the desert, and the day after in the wadis and then in the high mountains. But what struck me most was the kindness and hospitality of the Omanis.”

Charlotte Consorti,Triple world Champion of kitespeed (2007, 2008, 2012)

“I discovered the Sultanate in February 2010 on the occasion of the fi rst Tour of Oman cycling. I was absolutely amazed and seduced when I arrived under this warm sun, by the exceptional cleanliness which characterizes the country, all roads and highways, which is just extraordinary and uncommon. I also realized, even in the very short stay that I had for the fi rst visit, the variety of landscape between mountains and the sea that respects the culture and the breeze of the legends.”

Christian Prudhomme,Director Amaury Sport cycling organisation, director of the Tour de France

“Oman, my visit in June 2007, a country that I have always wanted to visit since so long. I was fascinated by the Omani houses of Stone Town, to the point that I almost wanted to buy one for “Voyageurs du Monde” and transform it into a boutique hotel. Go to Tembo House to feel the atmosphere of the old beautiful oriental Omani houses. The famous old doors of Oman are there, so majestic that witnesses the glorious history of the Sultanate. Desert, sea, incense, forts, and hotels, the hospitality at a very high level. It is a perfect destination to relax and that still has a real refi ned cultural dimension. Undoubtedly Oman is the Pearl of the Gulf!”

Jean-François Rial,CEO Voyageurs du Monde, French tour operator

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“It has been a few months since I fi rst discovered Oman. And I keep telling myself I was very lucky to get this opportunity. I am very fond of this country, of its people, of its nature and I cannot imagine that I shall ever cease to come back to Muscat or to the sultanate’s mind-blowig landscapes. I invited my family and friends over to discover the wadis, the desert, and the variety of scenery. They all fell under the spell of Oman and promised they would come back. Trips here are unforgettable and visitors never get frustated or disappointed. Also, I fi nd the way this country has evolved fascinating. It is on the move and has developed with great dynamism.”

Paul Le Guen,Coach of Oman national football team since June 2011

“It was the 4th time that I visit Oman, and this time it was for the holidays... What struck me each time was the beauty of the desert and its spectacular changing colors. The immense happiness to bivouac in the middle of the desert was something I had never experienced before and never after. There is a warm welcome in the desert and everywhere in this country. In Oman, the people are cool and proud of their country. I discovered with my family a very relaxed pure and simple vacation, which made us say when we left: we will come back!”

Alexandre Debanne,After several trips to Oman

“In 1995 we launched Oman. Since then Directours is the historic leader of this destination. Magnifi cent scenery, diver-sity from the white sandy beaches to the chain of mountains through the vast deserts and even humid and tropical in the South! Muscat is a jewel capital, nestled between the hills of lava. Its Souk is the most typical of the Gulf. The stone forts left by the Portuguese proudly protect the city from the inside. Going through a Wadi is truly fi nding the Garden of Eden. And, above all, the immense kindness of Omanis, intense everywhere, leaving one happy, simply very happy.”

Michel Yves Labee,CEO and Founder of Directours, French tour operator

“A journey to Oman begins in Muscat, by the smell of incense and sandalwood in the streets of the city and then an eyeful blast along the coast. With such an extraordinary beautiful coastline, no wonder Sindbad the Sailor chose Oman as a port! When we cross the interior of the land we are struck by the diversity of landscapes... observe the mountains that seem to have been cut with a blade, pass through the red sand dunes and then swim in a turquoise water Wadi. Impossible not to fall in the charm of the Omanis and their extreme kindness…I loved Oman Pearl of Arabia!”

Olivier Kervella,CEO of NG Travel – French tour operator

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Inspiring land for travel writers

The media were among the fi rst ambassadors for tourist attractions of the Sultanate of Oman in France. I was indeed convinced that the press and television coverage would be an effi cient link and especially reliable to build awareness of the destination. And it did... Journalists are always looking for news. The charm of the destination completed the mission.

In October 2002, just after launching the fi rst newsletter in French, I organized the fi rst press conference of the Sultanate of Oman Tourism Offi ce in France.

Journalists are curious about everything, which allowed us to approach all features of Oman.

In 10 years, there have been many reports on television. The interest of journalists in Oman has never failed. We collaborate today with about twenty reporters per year.

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Media coverage 2003-2012

Press release fi rst issue was in June 2002 followedby press kits that are sent and updated regularly.

Some of the press release that were issued during these years with several themes.

Examples of press kits through the years

Examples of DVD of communication kits

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Le Figaro (September 2003)Le Figaro (September 2003)

I remember with pride, and a bit of nostalgia too, the fi rst article dedicated to the tourism in Omanin France in Le Figaro. And there were many others...

Point de Vue (November 2005) Figaro Magazine (December 2005)

And there were many others...


Elle Décoration (September 2004)Mercedes Magazine (December 2003)Mercedes Magazine (December 2003)


Figaro Magazine (December 2005)

Thalassa Magazine (May 2007)

Planète Déserts (May 2005)

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Mercedes Magazine (Summer 2007)Mercedes Magazine (Summer 2007)Voyage de Luxe (May / June 2007)Voyage de Luxe (May / June 2007)

Hôtel & Lodge (April / May 2007)


Nouvel Observateur (April 2008)Nouvel Observateur (April 2008)

Voyageur, un esprit d’ailleurs ( January 2008)Voyageur, un esprit d’ailleurs ( January 2008)

L’Express Vif (October 2007)

Happy Few (2008)

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Grands Reportages (February 2010)

Libération (March 2009)Libération (March 2009)Libération (March 2009)Libération (March 2009) Air France Magazine ( June 2009)Air France Magazine ( June 2009)Air France Magazine ( June 2009)Air France Magazine ( June 2009)Air France Magazine ( June 2009)


Univers des Voyages (March 2010) Connaissance des Arts (December 2010)Univers des Voyages (March 2010)

Le Point (November 2010) Le Point (November 2010)

Connaissance des Arts (December 2010)Connaissance des Arts (December 2010)Connaissance des Arts (December 2010)

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L’Express (November 2011)L’Express (November 2011) Nouvel Observateur (October 2011)

Geo (April 2011)Geo (April 2011)

Opera magazine (December 2011)Opera magazine (December 2011)


Kitesurf Magazine (February 2011)

Marie Claire Maison (April 2011) Tour Hebdo (April 2011)Marie Claire Maison (April 2011)

Hôtel & Lodge (November / December 2011)

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Océan Indien Magazine ( January / March 2012)

Marianne (May 2012)

Notre Temps ( January 2012)


Le Figaro Magazine ( July 2012)

Désirs de Voyages (Fall 2012)

L’Echo Touristique (October 2012)Le Figaro Magazine ( July 2012)

Désirs de Voyages (Fall 2012)Désirs de Voyages (Fall 2012)Quotidien du Tourisme (May 2012)

A/R Magazine (May / June 2012)

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Extracts from the Web press (2009)

LeFigaro.fr Madame (November. 2011)

Elle.fr ( June 2012)Elle.fr ( June 2012) Blog Kiteboarder Charlotte Consorti(September 2012)

Blog Voyages Le Monde.fr (November 2012)

Blog Voyages Le Monde.fr


France 3 - “Thalassa” (April 2010 & July 2012)

Arte - “Oman, les roses du désert” (October 2011)

France 5 - “Vu sur Terre à Oman“ ( July 2012)

France 2 - “Télématin“ (March 2012) France 2 - “Télématin“ (March 2012)

France 3 - “Thalassa” (April 2010 & July 2012)

Arte - “Oman, les roses du désert” (October 2011)

France 5 - “Echappées Belles à Oman“ (April 2012)France 5 - “Echappées Belles à Oman“ (April 2012)

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Seduce and convice the tourism professionals

Media coverage of the Sultanate of Oman was on the right track. Then, it was time for developing the offer of travel, and for this, convincing the French tourism professionals of the interest to promote the destination. One of the fi rst challenges was to train the tour operators and travel agents to promote the destination. At fi rst, I multiplied the meetings to showcase the attractions of Oman. Very soon we had to convince of the quality of Omani ground handlers and hotels. That is why, in March 2003, I introduced our fi rst Workshop in Paris which became the annual meeting between the French and the Omani tourism professionals. Since the beginning, we are also present on several professional travel shows. Speaking of the Sultanate of Oman is good, but getting there it’s even better! My fi rst “Fam trip” in 2002 has triggered many others…Today I think we succeeded our bet: in France, the Sultanate of Oman is programmed by more than one hundred tour operators and the offer is diversifi ed every year.

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Voyages & StratégieIncentives Guide

(September 2008)

FAQ Collection (Adventure issue) with Le Quotidien du Tourisme

(March 2009)

FAQ Collection (Sea & well being issue)with Le Quotidien du Tourisme

(September 2009)

FAQ Collector of 90 pages with Le Quotidien du Tourisme

(December 2009)

FAQ Collection (Culture issue)with Le Quotidien du Tourisme

(December 2008)

FAQ Collection (Culture issue)

Travel manual ANNUAL WORKSHOPS

Invitation - Workshop 2004


Invitation - Trade cocktail event 2006

Invitation & Emailing - Workshop 2009



Emailing 2007


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FAQ 1st Editionwith Le Quotidien du Tourisme

(September 2006)



Emailing - Workshop 2011 Emailing of invitation - Workshop 2012

Invitation - “10th anniversary”Cocktail event (May 2012)

ANNUAL WORKSHOPS

For the 10th year of Oman Tourism in France we created a logo, 2002-2012,ten years of invitation to travel

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(1) Workshop 2003 - 2004 • (2) Workshop 2005 at Intercontinental hotel

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(1) Workshop, 2006 - Pershing Hall • (2) Workshop, 2007 - La Maison Blanche • (3) Workshop, 2008 - Cyclone Le studio • (4) Workshop, 2009 - Intercontinental Paris Le Grand

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Workshops 2003-2012

2

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(1) Workshop, 2009 • (2) 2010 • (3) 2011 - Intercontinental Paris Le Grand

Workshops 2003-2012

Workshop 2012, Intercontinental Paris Le Grand

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(1) Visio conference • (2) IFTM - Top Resa. In presence of Prominent French fi gures& French Ministers with the Under Secretary of Oman.

Oman Tourism offi ce participates in severalprofessional events, with the trade and the press

Visio conference Paris, Muscat live, (October 2002) 70 attendees in conference with H.E Mohsin Al Balushi, Undersecretary of Tourism, Oman ministry of commerce and industry, and other Omani trade partners.

Annual workshop for travel writers with ADONET (Association of foreign tourism offi ces in France).

Yearly participation in trade fairs: IFTM - TOP RESA (Inter-national French Travel Market) Deauville then Paris. ILTM (International Luxury Travel Market) Cannes. Road show in France with trade partners, airlines and tour operators to expand the zone of familiarization. Training sessions in the offi ce at the Embassy premises for tour operators and to qualify travel agents.

Specialized Workshop with tour operators.

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Professional Events

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Trade Shows & working shops with partners, 2011 - 2012 and the presence at our stand of the ministers of Tourism of Oman and France:Excellencies Ahmad Al Mahrizi and Sylvia Pinel, with the ambassador of Oman to France H.E Sheikh Humaid Al Maani

Training sessions covering France, 2012 - 2013

Professional events

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Events, excursions and conferences in the Sultanate of Oman. Some examples:

Sporting events: Désert Express, Oman Adventure, 2004;

TOP Managers with Tour Hebdo, November 2005;

SNAV - Syndicates of Travel Agencies Congress in Oman, April 2006;

VIP trip – Invitation to Oman for Tour Operators CEO,April 2007;

“Graines & Stars” with Soléa Vacances, June 2008;

Vinci Convention in Oman, April 2009;

Visit by the photographic artist, Chayan Khoi, April 2009;

Afat Voyage, October 2009;

Educational trip, several each year.

(1) Top Managers, November 2005.(2) VIP trip with CEOs

of tour operators, April 2007.(3) Vinci Oman, April 2008.

(4) Tour of Oman visit, February 2010.(5) “Grains & Stars” with Soléa Vacances,

June 2008.(6) FAM Trip, Salalah, September 2011.

(7) FAM Trip, Salalah, May 2013.(8) Charlotte Consorti, kitesurfing

in Oman, 2012.(9) Chayan Khoi - Carnet Oman, May 2009.

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Events in Oman

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SNAV Île-de-France, a memorable event

April 2006An unprecedented number of participants. The ministry of tourism of Oman and its tourism Offi ce in France welcomed 250 guests from the tourist sector: tour operators, travel agents and journalists for the SNAV Ile-de-France congress (Syndicate of travel agents).

Till date that was this event has gathered the highest number of french trade and press.

All presidents of french network agencies were welcomed by the ministry of tourism, Dr Rajiha Bint Abdul Amir Ali and other offi cials and diplomates.

4 memorable days, split between work sessions, visits and a gala dinner.

150 AFAT travel agents in a moving incentive scheme

October 2009 AFAT Voyages chose the Sultanate of Oman to bring together its sales force for the last time under the colours of AFAT from 14 to 18 October 2009 Quote: “May the magic of Oman pour its blessings on the merger of AFAT & Sélectour and make it a success.”

Events in Oman

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Direct fl ights from Paris to Muscat

with Oman Air

October 2009 What could be better as a sign of success? What a symbol! And what an encouragement to work harder than ever to bring 2 wonderful countries closer together and ensure the success of tourism in Oman.

Oman Air: the 1st airline to provide non-stop fl ights between Paris and Muscat, 4 times a week.

Evening launching was done by Oman Air in the presence of many high personalities from Oman & France and for the fi rst timethe Minister Dr Rajiha Bint Abdul Amir comes to France as a minister of Tourism of Oman.

the arrival of oman air national company in france

Oman Air team

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The basic ground were set… time to communicate

Convince the travelers to discover the Sultanate of Oman was probably our hardest challenge! France, already offers everything one would want, and in 2002 the destination was not known at all... we had to develop the notoriety. In 2004 we launched our fi rst advertising campaign to create an almost sensual intimacy with the destination and with a slogan “Why do like everyone else?” launched as a challenge might have been daring but we defi nitely arouse the curiosity!Over the years we have managed to install an image based on refi nement, culture, hospitality and sense of freedom provided by our open spaces.

probably our hardest challenge! France, already offers everything one would want, and in 2002 the destination was not known at all... we had to develop the notoriety. In 2004 we launched our

probably our hardest challenge! France, already offers everything one would want, and in 2002 the destination was not known at all... we had to develop the notoriety. In 2004 we launched our fi rst advertising campaign to create an almost sensual intimacy with the destination and with a slogan “Why do like everyone

all... we had to develop the notoriety. In 2004 we launched our fi rst advertising campaign to create an almost sensual intimacy fi rst advertising campaign to create an almost sensual intimacy with the destination and with a slogan “Why do like everyone else?” launched as a challenge might have been daring but we

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February 2009

20072007

20022002

20042004

December 201220052005

Creation of a newsletter in French since 2002 Online version since 2009

Marketing, Advertising & Communication,evolving through the years

2006 2012

Creation of a website in French since 2004 to 2012: www.omantourisme.com

2004

20122012

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In 2004, Sultanate of Oman Tourism in France has its fi rst indoor billboards campaign at Paris Charles-de-Gaulle airport.

TV spot

2004 fi rst approach sensational

In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.In 2004, Oman tourism destination made its fi rst appearance on TV with a new spot created for the French market.

Tour Hebdo, travel trade magazine, 2004

Collateral communication

Tour Hebdo, travel trade magazine, 2004Tour Hebdo, travel trade magazine, 2004Tour Hebdo, travel trade magazine, 2004Tour Hebdo, travel trade magazine, 2004

Press to travel agents

8 pages special Oman in “l’Echo Touristique”, a travel trade magazine, 2004

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In 2005, Oman Tourism France published its fi rst brochure in French

2005 confi rmation

Goodies


Tarpaulin at entrance to Top Resa (International French Travel Market fair) 2004Tarpaulin at entrance to Top Resa (International French Travel Market fair) 2004

In 2005, Oman Tourism France published its fi rst brochure in French


Book-marksBook-marks

Direct Marketing to travel agents

Direct marketing BtoC

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Direct marketing

BtoB Web campaign BtoC Web campaign

2006 Arabesque

Magazine adverts

Web

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A new lookfor corporate brochure

Posters for Travel Agencies


A new lookfor corporate brochureA new lookfor corporate brochure

BtoB Web campaign

BtoC Web campaign

2007 Lace

Editorial advertising about business travel

Advert in the specialised Weddings

Advert in the specialised Luxury Travel

Advert inNouvel Observateur

Advert inFigaro Madame

Magazine adverts Web

BtoB Web campaignBtoB Web campaign

BtoC Web campaign

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Posters for travel agencies

Posters

Window posters forAFAT and Carlson Wagonlit

2008 Pure

Magazine adverts

Advert in Le FigaroAdvert in Le Figaro Adverts in Le Quotidien du Tourisme

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Advert in Le Figaro Magazine Advert in La Tribune et Moi Advert in Série LimitéeAdvert in La Tribune et Moi Advert in Série Limitée

Advert in Voyage Aff aires Advert in Le PointAdvert in Voyage Aff aires Advert in Le Point

Advert in Le Figaro Magazine

Magazine adverts

2009 Perfume

Posters

Elearning

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Lonely Planet Mag Nomade Advert in Cig’Art Magazine

2010 Brand Oman

(1) AD France • (2) Echos Série Limitée ASIA • (3) Air France Madame • (4) L’Express Style • (5) Advert in AFAT • (6) Hotel & Lodge

Magazine adverts

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Advert in Air France Madame, Voyageur, “Un esprit d’ailleurs”Advert in Air France Madame, Voyageur, “Un esprit d’ailleurs”Advert in Air France Madame, Voyageur, “Un esprit d’ailleurs”Advert in Air France Madame, Voyageur, “Un esprit d’ailleurs”

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Poster travel agentTAP Oman - Guide corps pratique

Leafl et


Leafl et

You Tube

Le FigaroLe Figaro

You Tube

Web

Oman Page on face book with more than 4,300 fans Oman Page on face book with more than 4,300 fans 4,300 fans

2010 Brand Oman

Goodies

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Roll-up

Advert in Voyage d’Aff aires Advert in Voyage de LuxeAdvert in Voyage d’Aff aires

Advert in Le PointAdvert in Le PointAdvert in Hotel & Lodge

Creation of a dedicated landing pageabout Oman in the online travel agency website

Go Voyages (Novembre 2011)

Creation of a page to promote french tour operators’best off er on www.omantourisme.com

(September 2011)

2011 “Beauty has an address”

BrochureBrochure

Collateral communicationWeb

Red buses campaignMagazine adverts

In 2011, Oman Tourism France had its fi rst Outdoor campaign in the Paris streets on the Red Buses.

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Ad in Geo MagazineAd in Geo Magazine Ad in GalaAd in Gala Web campaign - Banners

2012 Ten years of existanceand Muscat Arab capital of Tourism

Creation of a dedicated website for the 10th year of Oman Tourism in France: quiz campaign (October 2012 - January 2013)

Emailinglaunch game

Emailingwinner announcement

Quizz : Les Merveilles d’Oman

Magazine adverts

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Leafl et TO Ultramania

Brochure Bags branded Oman at IFTM travel shows (September 2012)


Poster travel agents Leafl et TO UltramaniaLeafl et TO UltramaniaYou Tube

Oman Tourism France 10 years of actionsYou Tube

Oman Tourism France Workshop 2012

You Tube Tonnerres de Brest 2012

You TubeYou Tube

You Tube Emailing ( July 2012) Emailing ( July 2012)

Web and social media

Billboard

GoodiesGoodies

Flick’R account

Bags branded Oman at IFTM travel

2012 Social media

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2013 the secret

Point de Vue Magazine

Paris Match, Le Figaro, Version Femina, Elle Magazine, Elle Décoration

BannersBillboard

Magazine adverts

Image du MondeImage du Monde Hôtel et LodgeHôtel et Lodge

Collateral communication Web

Banners

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Gaining more exposure: Public relations and Public Shows

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With the support of the tour operators, we began to meet the travelers in Public shows and in Public events. All actions that contribute to the image of the Sultanate of Oman in France have a positive impact on tourism, and that is why we are very active in public relations and have presence in many events. Oman continues to grow and develop driven by the ambition to preserve the natural and cultural heritage of the country, its greatest assets. And all that helped tourism of Oman in France to grow from a sleeping beauty to an emerging destination in the Middle East.Many events organized by our offi ce but many others that we par-ticipated to help expand Oman Tourism image in France such as: Oman Sail – Tour of Oman – Oman National day – Unesco events, speaker in some conventions, member of jury, and in press debates.

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(1) Envie de Partir, 2005 • (2) Event TOP RESA Deauville, with Henry Giscard d’Estaing, CEO of Club Med, September 2006 •(3) Destination Nature, March 2009 • (4) Excellent Voyage, September 2008 • (5) Event Workshop, 2005 • (6) Oman Event at Maritime musuem,

March 2008 • (7) Event Oman, March 2009 • (8) Lunch magazine “Entreprendre” with ministres, April 2009

Presence in a range of prestigious venues with the team and with partners.

Public relations and Public Shows

(1) Concert Oman Military band-july2011 - Mayor of Paris 7th, Rachida Dati & Embassador AL Mahrizi • (2) Destination Nature, 30th March 2010 •(3) Event Workshop, 2011 • (4) National day Paris, November 2010 • (5) Destination Nature, 30th March 2012 • (6) Team at Event Workshop, 2009 •

(7) Travel show Lugano, April 2009

1 2 3

6 7

44 4

65

1 2 3

7 8

44 5

76

94 95

Events in partnership with Oman Sail and Oman Air, 2010 - 2012 inviting VIPs and partners to share the senses of Sailing on Oman Boats

1 1 2

2

3 3

2 3

1 1 2

2

3 3

2 3

Public relations and Public Shows

(1) Event Workshop, 2009 • (2) Oman Tourism new Offi ce opening, 30th June 2010 • (3) Cocktail Oman, 2010(4) Oman 40th anniversary, December 2010 • (5) Oman Tea party Palace 40th anniversay, 2010 (6) Event Arab World Institute, November 2011 •

(7) Horses Show, December 2012 • (8) Unesco exposition, January 2012

1 2 3

4

6 8 8

5 6

6 87

96 97

99

Round-up for 2002-2012

0

5,000

2005 2006 2007 2008 2009 2010 2011 2012

10,000

15,000

20,000

25,000

30,000

40,000

French travellers

Increase in French tourism to the Sultanate of Oman

98 99

Number of French Tour operators that program Oman

0201220112010200920082002

40

20

60

80

100

120

140

160

180

200

19

97

80

147

167

70

Press coverage (written, radio, TV and web press)

€1,150,000 (in cost of equivalent advertising space) 2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

€1,159,998

€2,073,842

€3,269,144

€5,570,000

€4,337,922

€4,703,000

€4,355,375

€8,769,388

€4,488,493

€5,028,082

How memorable is the French portal: www.omantourisme.com

Visits to the Web siteAttractiveness of the site, which is regularly updated:

Online videos Possibility for professionals to download infor-mation, photos, press kits, sales pitches, etc. Online brochure Links to special offers from partners 3D pop-up photos of hotels Increasingly detailed visitor statistics Competitive analysis.

Visits on Facebook 4,527 fans

Traffi c on www.omantourisme.comThe site went online in September 2004

20,00035,00050,00065,00080,00095,000

110,000125,000140,000155,000170,000

2005 2006 2007 2008 2009 2010 2011 2012

Visits

100 101

switzerland market 2007-2012

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Posters both for lampposts and in 2 sq. metre format

Airport billboardAdverts in La Tribune de Genève

Publicity campaign to accompany the Geneva Festival,summer 2009

102 103

Airport billboard

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(1) Lausanne, Switzerland: Envol Afrique-Orient trade fair, November 2007 • (2) Event in Geneva with Fert Voyages & Etihad, June 2009

1 2

New markets in 2007-2009: French-speaking SwitzerlandWorkshops - Presentations - Events for the general public - Communications…

Official opening of the Omani Village by the head of Geneva Canton and from Oman H.E Dr Rajiha Al Lawati minister of Tourism and H.E Sayyid Badr Al Busaidi General Secretary, Ministry of Foreign affairs. Exceptional performance of the Royal Oman Symphony Orchestra in the Parc des Eaux Vives.


The 2009 event in French-speaking Switzerland:Geneva Festival, summer 2009, with the Sultanate of Oman as guest of honour.

104 105

2

Advert in Agefi FERTAdvert in Agefi FERT Advert in Bilan Let’s TravelAdvert in Bilan Let’s Travel Advert in PME MAG Stohler

Web Banner

Campaign 2010


(1) Bus Campaign with Etihad Airways and Stohler Tour Operator, Geneva, summer 2010 • (2) Travel agent Training in Lausanne with Tour Orient Tour Operator in 2012

Advert with Tour operator TradewingsSpecial off er for La Tribune de Genève

newspaper in 2011 - 2012

Tradewings Special Off er for readers

106 107

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italian market 2011-2012

… New market, new challenge...

The Italian market has a lot of potential for Oman Tourism, and at the end of 2010, we were given the responsibility to open this market, working in complete harmony with France the grounds were to be set for Italy. Early 2011, Oman Air started operating to Italy with four nonstop fl ights per week to Milan. The growth of the Italian market to Oman was spectacular, with more than 40% increase the fi rst year in visitors and in notoriety. Italians are travelers and the destination corresponds completely to their profi le. Very satisfying results, but surely more challenge to come…

108 109

Web banner Newsletter

First press coverage: Traveller (November 2011) • Casamica (November 2011)

italian market 2011

(1) Travel Show BIT International Tourism Exchange, 2011

(2) First Oman Roadshow, 2011

(3) Tour Operators’Staff Trainings

(4) Educational Trips,2011 and 2012

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2 2 2

4 43

110 111

Touring (October 2012)

Myself (February 2012)

Vogue Italia (September 2012)

Amica (April 2012)

Max ( June 2012)

Fallout in the press

Educational Trips of the Oman Academy, 2012

italian market 2012

Collaterals Oman Academy fl yers

112 113

Calendar

Bookmark Newsletter Facebook page

Consumer guideExecutive Trade manual

Bookmark

(1) Training the trade, Oman Academy Seminars • (2) Co-marketing Gattinoni Special Event

italian market 2013

1 1 1

2 2 2

114 115

… The ten-year tale...

Our ten-year tale ends here thanks to its essence and the characters that made it happen, except that narration never ends when talking about Oman. Oman is the land of one thousand and one nights where tales continue and thrive.The whole team is thankful to all the support we had from our partners in France, Switzerland, Italy and Oman. With special gratitude to every one of the Oman Embassy, and all the team of our Ministry of Tourism.Our passion and devotion to Oman tops all our work.

For all those who enlightened our road and made our journey full of adventure and success... thank you

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Rania KHODRDirector for France, French-speaking Switzerland

and Italian markets Sultanate of Oman Tourism OfficeEmbassy of the Sultanate of Oman, Paris

Rania KHODRDirector for France, French-speaking Switzerland




2013. Publisher and ©: Sultanate of Oman Tourism Offi ce in FranceLayout: Nouveau Monde DDB Toulouse - France

Printer: Fabrègue - Saint-Yrieix-La-Perche - France

… if you believe in magic, you will always fi nd them... ” ”

Sultanate of Oman Tourism OfficeEmbassy of the Sultanate of Oman

90, rue de Courcelles - 75008 Paris – France

www.omantourisme.com

Sultanate of Oman

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