Background
We launched Oman as a destination in India in 2010. While we were successfully promoting Oman in India as their representative arm, we felt a strong need for a customized film that would highlight not just the culture, landscape and history of the country, but also its offerings as an adventure and wedding destination. The concept of the TVC put together an interesting mélange of both these facets that Oman had to offer.
Objective
To build brand awareness by creating the first ever global TVC with a focus on the destination and its diverse offerings.
Action
The film was conceptualized by our team in India and captured the different aspects of the destination. The idea was to go beyond HNIs and evolved travellers and essentially attract a younger target segment including women travellers, group of friends, honeymooners, adventure seekers and more as these were some of the emerging demographics that saw potential in the last few years. Additionally, weddings are an integral part of Indian culture and the aim was to showcase Oman as an ideal backdrop for celebratory moments. Digital and Television mediums were the primary promotional platforms. The idea was to generate buzz via the digital medium and sustain it on television.
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Outcome
The TVC was much appreciated by the Ministry of Tourism and a decision to adapt it as a global campaign was taken. The film was showcased across key markets for Oman around the globe and was very well received. On YouTube, we received over 1000+ followers (initially 563 followers). Overall our 30 sec video received over 1 Million views and our 5 minutes video received over 7000 views. On Facebook, our main post received over 19K views and 400+ shares.
