The Sultanate of Oman's Ministry of Tourism launched its first global tourism destination campaign using Oman's new brand mark and the strap line – ‘Beauty has an address’ at the recently concluded World Travel Market (WTM) in London. 

Aimed at attracting visitors to Oman on a large scale, the campaign has the active support of the Ministry of Tourism, Muscat Municipality, Royal Orchestra, Royal Opera House and Oman Air. The campaign is active in the Sultanate’s key source markets: India, UK, Germany, France, The Netherlands, Belgium, UAE, and Australia. The campaign will run until April 30, 2011 and highlight an unprecedented international event calendar developed as part of Oman's 40th anniversary celebrations. The campaign will run in two phases- from November 2010 to January 2011, focusing on destination awareness promotions with the second phase announcing travel package offers that begin from December 2010 until April 2011.

In launching the campaign, His Excellency Mohammed Al Toobi, Under Secretary of Tourism, Oman said, “The campaign's overriding message is to demonstrate how the Sultanate sees its unique hallmark programme of arts, sports and cultural events as a reflection of Oman's heritage, cultural and natural attributes.”
 
The events that will be promoted, along with several others, include the Muscat Asian Beach Games that will be held from December 8-16, 2010 and will attract athletes from 45 nations across Asia.
 
Oman’s first Food Festival will take place from February 3-17, 2011 and the Fashion Week would commence from February 22- 25, 2011.
 
Tour of Oman cycle race will begin from February 15- 20, 2011 and will feature over 120 of the best names from the Tour de France. The Extreme Sailing World Championships will take place from February 20 to 24, 2011.
 
“The campaign's images are distinctive and special, and the product is a collaboration between the Ministry and its creative agency TBWA/ZEENAH (Muscat). Oman’s new brand mark features in all our promotional material to build our destination brand. Each execution contrasts traditional with contemporary Oman – with the link of ‘Beauty has an address’. It demonstrates how each of these new events are simply part of a rich cultural heritage and are designed to celebrate the natural beauty of Oman in all its manifestations,” added His Excellency Mohammed Al Toobi.