Oman10yearreview

Images of the evolving journey of an Anglo-Omani partnership – celebrating 10 years!

by Alison Cryer

Marhaba!

I would like to thank everyone who has been involved in this journey and helped to make it such a success, you will recognise the part that you have played as you read on.

If you are not specifically portrayed in the following pages it is not because you have been forgotten, we just don’t have an image to include.

If you have images to add to this log book please do send them to me as each edition is printed individually and therefore continually updated.

My team, family and I consider this a voyage of continual discovery every time we turn a corner there is a stunning new image, a new opportunity, a new idea and a new development.

Oman is a young and dynamic nation which we all feel privileged to be a small part of.

This is not just an evolving journey it is a never ending story.......

We were delighted to take part in His Majesty Sultan Bin Said Al

Qaboos ‘ 40th Anniversary of the remarkable Renaissance of Oman.

In 2012 we saw Oman and the Region’s first Porsche Carrera Series Champion Ahmad Al Harthy take to the podium.

We now enter our 10th year together promoting Oman to the UK & Ireland. Beauty has an address!

In the beginning‌

& Irish travel trade and media at the largest travel trade Director exhibition in Europe, the World of Representation Plus, the Travel Market (WTM). At the leading integrated tourism time Oman was included in the representation and PR brochures of 11 British tour company in the UK & Europe, I operators and had 22,700 was British overnight visitors. The asked to implement a project number of tour operators was for the Tourism Directorate of doubled as a result of the the Sultanate of Oman’s success of the WTM project Ministry of Commerce and and Representation Plus was Industry. The project involved asked to bid for the full time setting up meetings with the UK market representation in the

In 2002 as Managing

UK & Ireland of Oman’s then Tourism Directorate and now Ministry of Tourism.

The following year, Representation Plus won the bid and in October 2003, embarked on the most, enjoyable, inspiring, satisfying and successful voyage Representation Plus have undertaken. The target was to double the overnight visitor figures by 2010…….

A voyage of discovery...

enormously hospitable people tour operators programming and a treasure to be Dubai, Qatar, Jordan, Kenya, was a voyage of discovery. discovered. Visitor numbers in Tanzania, the Indian Ocean and The essence of Arabia – Oman, 2004 increased by 57%. cruise operators. was unknown in the UK & Ireland and often confused The target market was defined 45 new tour operators were with Amman. as annual holidays including convinced to include Oman in families, stopovers/regional their brochures and we The new UK Office and Gulf Air stays, short-breaks (1 week), undertook 11 tour operator launched the first nonstop and niche markets; adventure, partnerships. flights with a mega fam. trip for MICE, honeymoons and diving.

Managing Directors of leading Oman had a stand or shared a UK tour operators. Everyone’s Annual research was carried stand at 5 trade/consumer impressions were the same; a out including a review of current shows including WTM. stunningly beautiful country,

The first year, 2004,

Our first advertorials...

In order to gain immediate coverage in the media advertorials (paid for articles or programs) were negotiated with the Travel Channel,

Tatler, CONDE NAST Traveller, Sunday Times Travel Magazine, Esquire, Country Living, She, Harpers & Queen, Dive Magazine, HN

Harvey Nichols Magazine, Wanderlust, ABTA, Selling Longhaul, Travel Bulletin and Conference and Incentive Travel Magazine.

Breaking into the media...

ÂŁ300,000 of positive media coverage was achieved as a result of over 46 press trips including the FT, Guardian, Independent, Daily Mail, Metro, Marie Claire,

Sunday Times Travel Magazine, The Times, Radio Times, The Telegraph, Tatler, Observer, The Express, Scuba World , Dive Girl, regional media, the press

association as well as the trade press including C&IT Magazine, TTG, Travel Weekly and ABTA Magazine.

An expedition of discovery‌.

‌for the family too!

A record breaking year...

trade VIPS. We held 75 meetings at WTM. We organised a second Mega consumer media coverage fam. trip for 33 agents and four The first advertising campaign through pro-active PR activities group press trips for 21 media. was launched including taxis in reaching ÂŁ700,000 of positive London and we entered into a coverage.

We participated in 9 trade & long-term partnership with high consumer shows, convinced street retailers, Cotswold, As the result of one trip we another 36 new tour operators whose brand values and client gained celebrity endorsement to include Oman in their base match Oman’s. from TV personality Chris brochures reaching a total of Tarrant.

121, handled 1798 enquiries We won the title sponsorship of (10 times more than the first the BGTW dinner attended by year) and went on an Irish sales 450 travel writers and travel mission.

In 2005 we doubled

Celebrities uncover...

The Mail on Sunday National Weekend Newspaper, Circulation 2.3m

Media trip results flood in....

In the Headlines: Daily Telegraph Travel « A week of Luxury in Oman for £999 » Telegraph Property « Hot spot for the cool customer, beautiful, peaceful and rich, Oman is emerging as the Switzerland of the Middle East » Grazia ”10 hot dream destinations ”

BGTW Awards Dinner drive...

Annual Directory page Film crew press trip Event sponsorship Reaching 450 guests

A mega familiarisation trip‌

Online voyage of discovery...

First online training programme

Summer travel trade ad campaign,9 weeks, 12 inserts including a dedicated how to sell Oman supplement for the travel trade

First trade partnerships...

.......on a 50:50 basis

MICE outreach…

Dedicated MICE supplement, direct mail, trade show attendance

First advertising steps...

19 inserts in the Telegraph and Times Newspapers

100 taxis across London New consumer show: Adventure Travel

High street retail brand alliance...

Cotswold are a multi-award winning retailer whose 16 thriving stores increased to 70 over the 3 years. They have an Award winning mail order service, fully transactional website, and the most comprehensive ranges of outdoor clothing and equipment in the UK .

The partnership included two pages editorial in 2006, a fashion shoot in Oman, the 2008 front cover of their 75,000 catalogues plus 2 pages editorial + 69 fashion pages. In-store/online promotions took place in 2006 & 2008.

Top 10 tourism destination listing...

In 2006 with the opening of the Shangri-La Barr Al Jissah Resort, the Ministry of Tourism hosted the first significant gathering of travel industry professionals,450 from the UK: attended the Institute of Travel & Tourism Annual Conference.

64% more trade, media and partnership meetings were

held during the year and we We gained a PR budget for a trained 1118 individual agents. consistent PR campaign to be handled in-house and this We exhibited at the Outdoor generated ÂŁ3million of positive Show in Birmingham for the coverage a 150 fold ROI! first time as well as the Holiday show in Dublin and Luxury And now the momentum was Travel shows in Dublin & Cork. set and from here on has We took high visibility poster increased year on year.......... sites at Heathrow Airport.

Strategic industry partnership...

Sponsor of Presidents dinner, agency training and host to the Annual Conference for 450 delegates in Muscat.

with the Institute of Travel & Tourism Annual Conference for 450 travel professionals in Muscat for 3 nights+

UK PR budget gives ROI of 150 fold!

Coverage included ITV Meridien, BBC Holiday Show and the Travel Channel, first Travel Guide to Oman, inclusion 2006 “What’s Hot” list and twice as many articles in the national media as in previous years….and so the PR train takes off including high profile sponsorships such as the British Travel and ITMA Awards.

MICE promotions step up...

Sponsors of the ITMA awards

First Airport advertising campaign takes off...

London Heathrow terminals 1 & 3

Running experiential advertising campaigns...

High profile Telegraph Magazine and niche magazines including a dedicated Wanderlust Supplement, Travel Weekly WTM wrap, C&IT, Luxury Travel & ABTA Magazine, using the New Oman designs.

Three years into the journey...

In 2007 the UK Director for The Oman Tourist Office, Alison Cryer was elected as Chairman of the Tourism Society, the UK’s leading association for individuals in tourism with 1200 members.

PR highlights included the airing of four, 6 minute BBC

Blue Peter programmes in prime time January and sponsorship of “Heaven on Earth Kids” sold through Amazon, breaking into the family market.

Oman was nominated as one of ABTA Magazine’s 10 “Hot Spots for 2007”.

Exhibition stands were taken at another three new consumer shows:

Destinations, the Dive Show and the Luxury Travel Show.

The first Underground Tube, online and cable TV advertising campaigns were set-up .

And we organised even more high street visibility in the windows of 750 travel agent retail outlets.

Prime time TV coverage aired...

BBC Blue Peter January 2007 4 x 6 minute programmes, each reaching 100,000 viewers plus online surfers, Journeys encountering history, Camels, Goats and Snakes.

In the press headlines...

TTG Luxury, Spa Review, November 2007

Conde Nast Traveller, March 2007

On the road & at WTM...

Travel Uni road shows: Glasgow, Manchester, Birmingham and Gatwick TTG road shows: Southampton, Leicester, Maidstone, Hull, Carlisle and Liverpool

High visibility advertising goes underground...

First Underground tube campaign.

TV spots on the Travel Channel. Thomson TV, WebTV 20 minute program.

Advertorials in luxury media.

750 retail shop windows across the UK...

First Pop-up stands for small shows and workshops

Advantage Travel Shops posters in 750 retail windows throughout the UK and special offers.

Onwards and upwards‌

Airport campaign was carried Thesiger’s journey through Oman. As well as sponsoring endorsement continued to be out in London Heathrow and Gatwick airports. the MIT Awards attended by achieved following visits by HRH Princess Anne. fashion designer Lulu Guiness, Travel trade advertising and consumer exhibitions continued BBC News presenter Kate to be undertaken while new Oman became a patron of the Silverton, comedian Rory niche media and online WWT demonstrating its concern Bremner and a high profile consumer campaigns were for the environment.

Telegraph fashion shoot. TV launched.

Land Rover chose Oman to Channel 5’s Rough Guide We organised the first host 100 members of the press. was aired as was the Oman consumer and travel trade The Guardian names Oman DVD on the Oprah Winfrey No.1 destination of the decade.

Show,. The first bus advertising workshop at the Royal Geographic Society, campaign hit the roads including a map & photography of London while a further exhibition and lecture on

In 2008 celebrity

TV, fashion shoots, celebrity endorsement trek on...

First workshops...

At the Royal Geographic Society: 300 consumers 100 trade 15 media

Targeted niche advertorials...

High profile reach hits the road...

Online traffic increases...

Own branded: Times Online, and Trip Advisor September 2008 And in partnership:

Press trip discoveries run across the media...

An eventful and rewarding year...

by Wanderlust readers and beginning of the UK’s economic given out at the Destination Show 2010. Oman also won recession visitor figures the WTM Global Award as top remained stable. Our office Middle East destination. immediately reacted to the economic downturn with a As well as continuing the very special ‘Credit Crunch’ fam trip busy ongoing PR and trade and value led advertising relations activity programme initiatives. we took on yet more new Oman won the “Top Country of initiatives including the the year Silver award” voted for production of an Oman Tourist

Although 2009 saw the

Office calendar, FHA London Marathon sponsorship, an Exclusive ‘Oman Day’ at People’s Travel agency ‘Omani Day’ at the Sheraton Heathrow Hotel, hosted the Gold Travel Counsellor’s Fam trip & Workshop in Muscat and had a stand at Cartier ‘s International Polo Event.... And hosting the 30 Fleet Street cricket exiles press trip.

Eventful...

Heaven on Earth Book Launch held at the Oman Embassy attended by 34 National newspapers and luxury top end

consumer media. Trade & Consumer Shows included Dive Shows, Destinations, Unite WTM & People’s Travel Day.

Credit crunch fam trip, Omani Day, Cartier Polo, London Marathon FHA team sponsorship.

Rewarding...

the year Silver award� voted for

by Wanderlust readers and Oman wins the Middle East given out at the Destination WTM Global Award.

Show. Title sponsor of the Oman won the “Top Country of Advantage Travel Conference.

120 top Travel Councellors travel agents visit Oman for their annual workshop.

Media coverage continues tripping in...

Results of the dynamic PR campaign:

Advertising & advertorials take the lead...

.....across the national and trade media:

Cruising into a brand(ing) new era...

We organised the first UK-wide road show, taking in 4 cities in 4 days, attended the Cruise the implementation of the new Experts Conference tapping branding campaign, in the UK into a new and growing niche we immediately embraced the market for Oman as well as stunning, chic new brand that the UK Consumer Cruise had evolved from Oman.

Show.

2010 - The beginning of a new decade and

While maintaining and developing an ever growing level of PR and travel trade relations and activity our attention turned to film and the first Cinema advertising campaign for Oman.

While the PR campaign continued with a group press trip to Masirah, celebrity endorsement from Kate Humble, TV presenter for national BBC primetime show Spring Watch

Yet another record ÂŁ3miliion of positive coverage for Oman in national newspapers, magazines, TV and online was achieved this year! Averaging 90 articles per annum.

With the new branding the UK Oman Tourist Office becomes the Oman Ministry of Tourism Representative Office UK & Ireland and sponsors Cobham Rugby Club for the second year.

Wherever we travelled...

the brand came too.....

5

Oman’s first cinema passage...

…..with the UK’s brand leader Odeon

The Cinema Campaign started on 23 July and ended 02 September reaching a guaranteed 1,081,315 Viewers. http://www.youtube.com/watch?v=R 3hahHLpVY . See for yourself!

UK-wide road show & MICE event...

London, Glasgow, Manchester , Chester

In the picture‌

Minister of Tourism – HE Dr Rajiha Abdul Ameer Ali , addresses AngloOmani lunch.

UK Director speaks at Middle East Association Event and moderates tourism panel at Oman Investment Forum.

Roadshow coverage with the UK team Alison, Sangita and Sammi.

4th team member, Kate gives cinema tickets to winning agent.

Fam. Trip to Oman

Invited media and MICE organisers to Cowes week to support Oman Sail

Advertorials, ads & now affinity marketing...

Conde Nast, Sunday Times Travel Magazine, Travel Extra, Yachting World American Express Centurion, Worldwide Wedding Magazine, Harpers Bazaar , Lonely Planet Tatler, Sunday Tribune, Wanderlust, ABTA, STAN, Selling Long Haul, Travel Bulletin, Travel Trade Gazette, Travel Weekly and Heathrow Terminal 5 Campaign Posters, Roller Banners.

Now is the Time Campaign‌

17

Waves of media coverage‌

....reaching a over 67,727,656 people in the UK

Inside Luxury Travel with Varun Sharma 2.8 million viewers, global audience, transmitting 24 hours a day in 19 languages across Europe, the Middle East, Africa and the Asia Pacific region. http://www.insideluxurytravel.com/videos.html

32

National champions...

Oman’s rugby team...Cobham, national champions!

New heights at WTM 2010‌.

Brand advertising, campaign launch, trade meetings, media interviews, sponsorship of the Responsible Travel Awards.

High visibility return...

Trade press coverage

Just the beginning‌.

The target in 2003 was to double the overnight visitor figures by 2010……. This was achieved in 3 years, by 2010 visitor numbers have been quadrupled. In 2006 UK visitor numbers reached a record 200,000+ with double daily flights.

Oman is included in 145 tour operator brochures with an average of 100,000 British overnight visitors per annum.

The Sultanate of Oman has been featured in almost every national newspaper and

magazine at least once if not many times and on every terrestrial TV channel as well as several cable channels and on all travel programmes. To date we have generated over £11 million of free publicity.

Having just completed our 8th WTM together, where it was confirmed that in 2011 the Sultanate would be host to the prestigious British Guild of Travel Writers’ 51st AGM of 100 travel writers our journey accelerates… including a nine

month Oman display at the British Museum in 2011….this truly is a memorable and never ending journey.

2011 – A new era...

The UK’s 2010 visitor figures remain stable and the UK continues to be the number 1 overseas market to Oman despite Global economic recession.

In the spring we welcomed the new Minister, His Excellency, Shaikh Abdulmalik bin Abdullah bin Ali al Khalili who brings new vision and drive to the Ministry.

January 2011 was an extraordinarily busy month for the UK office, however, it was also the saddest with Her Excellency’s passing. She was an inspiration to us all and we will miss her leadership.

2011 began with the hosting of a mega press trip for 100 freelance travel writers and BBC Fasttrack as Oman was host to the British Guild of Travel Writers AGM in Muscat.

We would like to thank all of the private sector partners who truly put on an amazing show.

At the same time the Oman silver and jewellery exhibition ‘Adornment and Identity’ was launched at the British Museum in London. Six months on we are delighted to announce that it will be going on tour to Cardiff, Leeds, Bradford and Scotland.

In 2011 Rohan Alce’s appointment as General Manager of Oman Air in London immediately enhanced our relationship with the airline.

Oman at the British Museum‌.

‘Adornment & Identity’, jewellery & costume from Oman Exhibit at the British Museum.

After 3 years of lobbying and a year of intensive meetings and planning by the UK office with assistance from H.E the Undersecretary and his team, the Sultanate of Oman exhibit opened on January 2011 running until September 2011 to ensure maximum viewing opportunities for the public. The display is in Gallery 2 alongside another very important exhibition on Ancient Treasures from Afghanistan's

Kabul Museum (focusing on ancient gold jewellery), which also attracts visitors to the Oman display.

The traditional Omani dresses and silver weaponry, gifts from the Ministry of Tourism to the British Museum, form part of the exhibit and will remain in the museum for their lifetime anticipated to be over 100 years.

The display was inaugurated on 26 January by H.E Mohammed Al Toobi and

many VIP dignitaries including Alistair Burt, British Minister for Middle East Affairs, Alan Duncan, member of British Parliament and Delegates from the Oman Embassy.

Thanks go to BP who are the British Museum’s corporate partner and cosponsors of this exhibit.

Six months on we are delighted to announce that the exhibit will be going on tour to Cardiff, Leeds and Bradford after London.

Retail shop

Entrance

Lectures

Training

Oman hosts BGTW AGM 91 top travel writers attend

Oman hosted the British Guild of Travel Writers AGM 2011 attended by 91 freelance journalists with the host hotel, the new Millenium Resort Mussanah, 60 of whom participated in 5 themed group press trips. In the first six months over 50 articles and BBC fasttrack programs have been published with a value of ÂŁ233,467. The event also resulted in a BGTW scholarship for an Omani Student to study tourism at the prstigious University of Surrey.

PR annual target achieved within 6 months

Through our PR activities we generated over one ÂŁ500,000 of free media coverage during the first seven months of 2011 exceeding the annual target of ÂŁ250,000 a 20 fold ROI on total PR investment.

“An image is worth more than 1000 words …..”

We arranged for the Ministry of Tourism and Oman Air to sponsor the ‘Natural Element’ category of the 2011 TPOTY (Travel Photographer of the Year sponsorship) Awards. As this is the only international photography competition run by photographers for photographers dedicated to travel and takes place in the Royal Geographic Society art gallery, reaching 45,000 online visitors and the RGS members. We anticipate that this will increase awareness of Oman’s stunning natural beauty.

We take surround sound seriously‌..

In preparation for the opening of the Sultanate of Oman’s Royal Opera House (ROH) we have Started to work with the London Royal Opera House and advertised in the summer season program reaching an audience of 26,000, 83% of which are ABC1.

We attended the ROH’s Press conference in London with the Philharmonic Orchestra, attended by 80 journalists and friends of the LPO, soon to perform in Muscat. We have also approached specialist tour operators including Martin Randall to set-up tours to Muscat around the ROH program and media to attend performances in order to gain coverage.

Advertorials continue to stimulate visitors

Heightened activity in response to recession

We increased our activities in response to the affect of the recession on the UK travel industry and strengthened links with the Travel Trade, focusing on niche markets and experiential holidays.

We undertook four tour operator joint marketing campaigns in the first half of the 2011. The strategic tour operator partners were chosen based on their market position and potential for Oman and included lastminute.com, Kuoni, Premier Holidays and responsibletravel.com.

More campaigns are planned with Tropical Sky, Opodo and the Traveller (Steppes Travel) throughout 2011.

In the first half of 2011 we trained 396 travel agents and tour operator reservations staff including during the in the TTG Travel Agents Road show in Cardiff, Maidstone, York, Chester and Manchester.

We also took part in; the Destinations Annual Consumer Show for the third time

achieving national radio coverage on BBC Radio 4, the Unite Middle East Travel Trade Workshop and the Oysters World Meetings and Conventions event attracting 370 buyers for one-on-one networking.

Marks Evans lecture at the National Geographic Store, London attracted a full audience of 40 people, and we invited media and travel industry colleagues to attend.

Joint marketing campaigns

TTG Road show joined by Oman Air

Oysters World MICE event, attended by 370 buyers and Oman Air joined us

Working together‌

We enjoy working very closely with the Sultanate of Oman Embassy in London and have been involved in a variety of events together this year including the Embassy Family fun day for 100 Londoners, Brunel University’s Students exhibition, National Day 2010 in Cardiff and a variety of events at the British Museum.

Cowes Week 6-12 August

Cowes Week 2011

The UK office jointly hosted 31 tour operators, Media and MICE agents to Cowes Week, Extreme Sailing Series 6-12 AUGUST with Oman Air

Joint fam trips with Oman Air

Third Quarter Fam Trips

The UK office jointly hosted 3 fam trips with Oman Air and a total of 22 tour operator product and reservations sales staff experienced Oman first hand Luxury Fam trip 15-20 September , Muscat and Salalah 29 September – 5 October and Muscat & Beyond 11-16 October.

Telegraph Newspaper Group November campaign

The Telegraph: print campaign

Micro – site on the Telegraph:

World Travel Market 2011

Responsible Tourism Awards

Poster campaign WTM took place just as Muscat, was awarded Arab Tourist Capital in 2012. The Sultanate of Oman’s newly appointed Undersecretary, Her Excellency Maitha Al Mahrouqi and Director General of Tourism Promotion Al Khaburi, lead the Oman delegation of 50 to World Travel Market 2011.

National Geographic Oman Supplement

Total of 80,000 copies distributed with National Geographic Traveller in November with an online pdf

New - Airport Campaign

The airport poster site campaign ran 31 October-13 November The scrolling squares provided 1 of 2 faces per panel in the arrival halls of London Heathrow terminals 1, 3 and 4 offering Oman the opportunity to dominate the Arrivals routes across Heathrow Airport. These 29 sites are located to repeatedly target passengers along the airport journey and provided an excellent opportunity to target returning holiday makers during peak travel periods.

•

Arriving Passengers reached: 2,534,401

• Departing Passengers reached: 2,493,865

Omani Students Society National Day Exhibition at Imperial College London

Omani Music performance The Omani students organised a National Day Exhibition with our help from planning through to execution, attended by 1000 Omani students, H.E the Ambassador and delegates from the Oman Embassy. Alison Cryer and Sangita Makwana manned the Tourism stand and assisted with the overall cultural and book exhibits.

2012 – Muscat Arab Tourist Capital

Despite Global economic recession, outbound visitor numbers increased by 7% in 2011 over 2010. This figure is expected to rise as more hotels and attractions open and with new marketing initiatives such as the launch of the stopover campaign in partnership with Oman Air, and new visa arrangements and Muscat’s nomination as Arab Tourism Capital 2012.

In 2012 we stepped up our focus on strategic trade partnerships and consumer awareness building maximising on Muscat’s “Arab Tourism Capital” status for 2012 throughout the year as well as the annual Muscat Festival and annual sports events.

This also extended to the short break, stopover, cruise port of call meetings, conference and incentive and the golf market segments.

We stepped up travel trade and consumer campaigns. The anticipated additional staff resource was not forth coming and therefore

travel trade training and sales calls remained at the same level.

May was a particularly rewarding month. Oman’s presence and excellent performance by the Oman Royal Cavalry at the Queen’s Diamond Jubilee Pageant, VIP tour operator fam trip escorted by Alison Cryer and the Pan European roadshow were the highlights.

We continued to work closely with the relevant specialist trade organisations, tour operators, corporate/MICE organisers, Buyers Networking Club (BNC) and International Associationof Golf Tour Operators (IAGTO), ICCA & Association of Cruise Experts (ACE).

In July the Hampton Court Flower show provided a high profile public showcase to reach the targeted consumer through their hobby of gardening directly communicating with them in person.

Post Olympic period, we stepped up the consumer and trade campaigns.

October was a busy but rewarding month with Ahmad Al-Harthy crowned the Porche Carreira Cup Champion and Oman’s presence and branding at the BrandsHatch trackside, VIP hospitality for travel trade and media, Dive Show, Oysters Manchester Event, Private Sector Brainstorming meeting, the first big digital campaign going live in Piccadilly, WTM preparation and the Anglo-Omani Society preview of the new BBC Wild Arabia TV footage.

We had another successful year at WTM with the launch of a brand new stand and the new promotional DVD and an evening reception at the Anglo-Omani Society. The National Day celebrations continued late into November while we eagerly await the start of our Jazz FM campaign in December. More campaign s to come include Global radio and Cross Track campaign.

Results in Figures

121,000+ British visitors choose Oman in 2012

2,045 personal trade contacts 1,375 industry meetings 600 agents trained online/face-to-face +12%

5 fam trips (total of 35 agents) +25% 15 shows including WTM (45 meetings) + 25% 39 Travel Trade campaigns worth £146,508, reach 662,046 consumers and DOUBLE MOT budget

326

Pan European Roadshow attendees (London, Manchester, Glasgow)

14 Tour operator partnerships (5 new) – value £268,798, on average tripling the MOT budget

Innovative high profile public showcases reaching 201,000 consumers through their lifestyles London Wild Bird Watch (20-22 April) - met with 203 consumers + specialist tour operators, reached 30,000 visitors The Queen’s Diamond Jubilee Pageant (10-13 May), met with 500+ consumers, Bedouin tent, VIP hospitality for top tour operator managing directors, Oman Air, CEOS Associations IAGTO, PSA Cruise, AITO reached 11,000 visitors Hampton Court Flower Show 2-8 July – met 7,000 high net worth consumers and media reached 160,000 visitors

PR Results Generated media coverage worth over £3.2 million BGTW 2011 generated £517,616 of positive coverage and more articles being published!

19 press trips generated 113 articles 4 TV programmes/documentaries:

Mehrdad Masoudi – FIFA Futbol Mundial TV Programme, Leslie Graham & Jane Wilson Unravel Travel Cruise joint value £712,667 to date PLUS Julian Oliver Phelan & Quentin Jones, OTC / National Geographic x2 on Arabian Leopard and Duqm Rocks, BBC’S Chadden Hunter Wild Arabia, ITV1 Joanna Lumley ‘s Arc Doc to be aired.

Close working relationship with the Oman Embassy in London

Working hand-in-hand with Oman Air & the Oman Embassy – Chelsea – Windsor - Roadshow

Through our PR activities we generated over ÂŁ3.2m of free media coverage (including BGTW and TV) during eleven months of 2012 six times the annual target of ÂŁ250,000

New Heaven on Earth Channel 5 TV Show

Following Oman’s inclusion in the Heaven on Earth Book series Oman was featured in 2 episodes of 2 Holidays: Heaven on Earth” aired on Channel 5 which had one million viewers and value of £45,000 giving an ROI of 4 fold http://www.channel5.com/shows/holiday-heaven-on-earth/episodes/episode-3-392

Travel Channel TV

The Travel Channel’s “Essential Oman” half hour high definition program became the channel’s flagship programme – Essential Guides on destination in February 2012 and will remain for next 3 years. Estimated screen value for just one year is £1,800,000. The Travel Channel is viewed by 59 million households in 117 countries including 19 languages across Europe, the Middle East, Africaand the Asia Pacific region.

Unravel Travel TV

10 minute piece in the Unravel Travel destination programme, broadcast on Sky satellite channel 284. Estimated ROI ÂŁ450,000

Stopover Campaign‌..

The UK office picked up the Stopover Campaign theme with enthusiasm recognising the potential return business to be achieved from someone spending a few nights in Muscat, and giving the market the message that Muscat is feasible as a short break / weekend city‌

The Telegraph online

Marketing Campaigns

Undertaken 41 Marketing campaigns to date including Saga, The Independent, The Telegraph online, Dive Magazine, Cruise International, Lonely Planet, Sports diver, Travel Weekly, Selling LongHaul, Travel Bulletin, TTG, and ABTA to combat the recession and maintain the UK’s market position reaching over 8.25m consumers.

Piccadilly Lite – High Visibility Campaign

Dates of Campaign: 1-14 November 2012 Reach: Over 2,200,000 people over a fortnight. 1,300,000 are pedestrians.

New - Oman at the Queen’s Diamond Jubilee Pageant….

The Queen’s Diamond Jubilee Pageant May

The Diamond Jubilee Pageant was a major UK event marking The Queen's Diamond Jubilee.

Oman’s presence included a Bedouin tent in the grounds and an excellent performance by the Oman Royal Cavalry every evening. Oman received media coverage in UK & Oman and hosted Managing Directors of 16 top tour operators and CEOs of Passenger Shipping Association (ACE), International Association of Gold Tour Operators (IAGTO) and Association of Independent Tour Operators (AITO) were hosted at a VIP Evening by the MBRS. Over 500 brochures, maps and DVDs were distributed during the show. The UK MBR jumped on this opportunity to showcase Oman to the top trade decision makers and reach the UK consumers.

Consumer Shows

Destination Show February

The Times Destinations Holiday & Travel Show is the UK's leading consumer travel event. The Show attracted over 50,000 travel connoisseurs and journalists craving inspiration, information and exclusive deals. The Oman stand was located in the Cruise section and Oman Air were invited to be on the stand at no cost. The UK office met with 600 people and distributed packs of brochures, maps and Oman DVDs throughout the show.

New London Wild Bird Watch Bird Fair April

The Sultanate of Oman exhibited for the first time at the London Wild Bird Watch 20-22 April.

Bird-watching is officially the fastest growing pastime in the UK and most bird-watching tour operators are reporting buoyant group business.

The UK office contacted bird-watching tour operators such as Kudu, Sunbird and Bird Watching holidays to invite them to the show. During the 3 days show, the UK office met with 200 consumers and gave them relevant information packs including the Sultanate of Oman brochure, Bird-watching guide and maps.

Dive Show Birmingham October

Visitors to the show: 15,600 Distributed 200 Consumer packs during the 2 day show. The UK office and Extra Divers met with Dive Worldwide and Regal Dive (Oman Dive specialists) to brainstorm for joint campaigns for 2013. As a result of the meeting both the operators have agreed to send their sales agent on an upcoming Extra Diver fam trip to Salalah to joint the new the Arabian Humpback Whales Diving tour.

Oman at the Hampton Court Flower Show July

Hampton Court Flower Show

The UK office worked closely with garden designer Antonia Young for the Conceptual Garden – Coral Desert which was part sponsored by the MOT. The conceptual garden used different species of cacti to simulate corals and highlight the importance of the conservation of corals. The UK office forwarded content for the official website and the joint leaflet costumers were ‌ 7,000 during the 7 day show. The UK office hosted press, a member of the MBR team was present throughout the show and VIPs on the first day.

Cobham Rugby Club

Cobham Rugby Club sponsorship: Highest spend area of the UK Oman branding on team shirts, club house, brochures, website, regular emailshots of offers to members (1000+ high income families)

Travel Photographer of the year

The winning entries can be seen by visiting http://www.tpoty.com/ winners/2011

The UK office set up the stand at the workshops 2 October and 16 October and distributed Oman information packs to the participants and responded to their inquiries.

Brands Hatch 21 October

30 top tour operators, MICE, media and representatives from the Oman Embassy attended a wet but highly successful day that puts in place a successful model for the future. All guests met Ahmad personally in the pits and TV producers Green Travel Guides shot footage for You tube see http://www.youtube.com/watch?v=D2Vf3DWLA9o which we added to the Oman Tourism UK Facebook page.

First Pan European Roadshow May During the 2011 MBR meeting the UK office suggested to their European colleagues in Benelux that they add Benelux to the UK roadshow in order for them to benefit from the private sector’s Presence. This was then extended to include France and Italy to give the private sector added value.

London - HMS President

A total of 157 tour operators, travel agents, home workers and MICE planners plus 31 private sector partners and the Deputy Ambassador representative from the Cultural AttachĂŠ's office and Oman Air UK GM, Rohan Alce, attended the evening in London Oman TV.

Manchester

A total of 60 travel agents, tour operators, media and home workers attended and benefited from this day. The Deputy Ambassador, two volunteer students in national dress joined us as well as top UK comedian Rory Bremner who gave his celebrity endorsement to Oman as a holiday destination that he had visited, before his own performance at the theatre. This was extremely well received and a format to be recommended in the future.

Glasgow

A total of 57 travel agents, tour operators, media and home workers attended and benefited from this day. The Deputy Ambassador joined us as well as five volunteer students in national dress. Coverage was published in June in the Glaswegian Newspaper value.

Newsletter

E-newsletter sent to 4,598 agents including ABTA retails agents, 1,504 home workers x 2

Training Tools

www.omanacademy.com

www.t2academy.co.uk

600 agents trained online/face-to-face +12%

Joint Marketing Campaigns

Joint Marketing Campaigns

Joint Marketing Campaigns

VIP FAM trip

In April, a VIP fam trip was escorted by Alison Cryer, the Director of UK/Ireland and Rohan Alce, Country Manager for Oman Air for the following tour operators to experience Oman’s product offering firsthand: Gaizka Urreiztieta Fraser – Virgin Holidays, David Kevan – Chic Location, Steve Kimber – Carrier, Fiona Kumar – Western & Oriental, Jules Maury - Scott Dunn and Martin Symington – The Daily Mail “Thanks for a brilliant few days in Oman. I really enjoyed it and found it very useful to get a better understanding of the product and opportunities out there. The weather in the UK certainly seems very dull in comparison! I will speak to Rick, our Head of Sales, about the other possibilities below and get back to you later this week. Thanks again, Steve Kimber, Managing Director, Carrier” “Thank you and Sangita for all the hard work in putting together such a successful fam trip – it was invaluable to me! I loved everything and it was so great to have a chance to sample Oman Air (excellent in both classes) and see all the hotels we work with in such a comprehensive fashion as well as the high lights like Nizwa, the Grand Mosque and Jebel Sifah. The boat ride on the first day and all the lovely meals and experiences meant three days felt like a week or more!

Thank you for including me – I have already been spreading the word and thanked all your suppliers for hosting such a super trip. Jules Maury, Scott Dunn”

Familiarisation Trips

* BAH Fam trip assistance x 10, * 6 VIP Fam 24-27 April, * AMEX in September x 3, * Joint Oman Air/MOT in October x 2 for 16 Tour operators

New Oman Trade Supplements Oman’s 28 page supplement was bundled up with ABTA and distributed to over 13000 UK Travel Trade in July and is also available as a PDF download Link: http://www.abtamagazine.co.uk/eblastimages/oman12/index.html

Unite Indian Ocean & Middle East Trade show

This is a 'one-stop-shop' event for UK and European based tour operators to hold informal, pre-booked, one-to-one meetings with tourist boards, hoteliers, airlines, ground handlers from the Indian Ocean, African & Middle Eastern regions.

The UK office met with 15 tour operator product managers

World Travel Market

New stand Ribbon cutting ceremony at WTM Monday 5, November Private Sector Partners: 22 Meetings: 45 meetings were held on the stand including 11 media interviews. Over 1000 trade packs were given out during the show

WTM Reception, Anglo Omani House

Reception to launch the new Oman DVD at the Anglo- Omani House, Monday 5, November attended by Travel Trade Partners, Anglo-Omani Society trustees, Oman Air, Oman Embassy and Private Sector Partners

World Travel Market – PR Coverage

WTM – PR Coverage

WTM Poster and ad campaign

Full page advertisements in TTG Dailies/ABTA Dailies/TW Dailies/Selling Long Haul/Travel Bulletin

Buyers Networking Club (BNC)

The BNC has 1000 buyers and associate members and the show on 25 April provided an opportunity to meet with some of the most influential buyers and agencies in the UK Corporate and MICE sector.

The buyers came from Insurance, Pharmaceutical, Banking, Financial, Accountancy, Legal, Motor and Construction industries Design and Manufacturing, Telecoms, Industry consultants and Retails sector.

The UK office met with 44 planners and buyers during the one day show and immediately confirmed an incentive group with agency ‘Conference Plus’ for 2013 (staying at Shangri-La and handled by Zahara).

Oysters Event 5 July 2012

The Oysters are a collection of international tourist boards and convention bureaus from the popular overseas destinations. The aim of the event is to bring together ‘The Oysters’ with hundreds of buyers. Aimed at UK event planners who organise international events, the evening event has a free flow networking format for event planners to meet and discover new and exciting destinations to hold their events around the world. www.oystersworld.com The event kicked off with a workshop for 50 select guests followed by the main networking event. 280 qualified registered guests attended.

MBR Travel Trade Presentation

Another excellent event, with great enthusiasm from the private sector for the activities proposed: “Alison, the UK & Ireland presentation at the MBRs meeting was excellent and I was impressed by the statistics and the ideas you presented to us. I am very happy you are looking at golf as an opportunity to develop Oman tourism and am very grateful you are working in partnership with IAGTO� Nora Dimitrova , Muscat Hills Golf Marketing Manager

Social Media

Created Oman Tourism-UK Facebook page and made it active from September 2012 The profile picture was updated periodically and symbolised Oman’s wildlife attractions Uploaded 15 Photo Albums including The Hampton Court Palace Flower Show, Oman Road Shows, The Queens Diamond Jubilee Pageant, the Oman Day Brands Hatch racing even, and the WTM Receptions. Facebook posts, Tweets about Oman were made on the Company Twitter page, blog posts

December 2012 • Advantage Travel Campaign • Outdoor campaigns - Cross Track campaign • Jazz FM & Global radio • Confetti.com

Published by The Sultanate of Oman Ministry of Tourism UK & Ireland Market Based Representative 11 Blades Court/121 Deodar Rd London SW15 2NU, UK