Beauty has an address: It's the Sultanate!

MUSCAT: With a string of high-profile events coming up in Oman, the Ministry of Tourism is making all efforts to cash in on them by launching a global destination campaign for the first time.
The campaign is slated to be launched today at 5pm at the World Travel Mart in London by Mohammed Al Toobi, undersecretary at the Ministry of Tourism.
The maiden global tourism campaign using Oman's new brand and strap-line - 'Beauty has an address' - is aimed at attracting visitors to Oman on a large scale. The campaign will be further activated in the Sultanate's key source markets - United Kingdom, Germany, France, The Netherlands, Belgium, Russia, the GCC region, India and Australia. The campaign has the active support of the Ministry of Tourism, Muscat Municipality, Royal Orchestra, Royal Opera House and Oman Air.
As per the government's plan titled 'Vision for Oman's National Economy: Oman 2020', the ministry aims to attract 12 million visitors by 2020. Al Toobi said, "The campaign showcases the unprecedented calendar of arts, sports, cultural events coinciding with the 40th anniversary of Oman's National Day. I am delighted that our global campaign which reflects our rich heritage, cultural and natural values will be promoted in all our key markets."
Forthcoming attractions
The hallmark events that will be promoted, along with several others, include the Muscat Asian Beach Games to be held from December 8 to 16, Oman's first Food Festival (February 3 to 17) and Fashion Week (February 22 to 25) as feature events of the upcoming Muscat Festival; Extreme 40s World Sailing Championships (February 20 to 24); Tour of Oman cycle race featuring over 120 of the best names from the Tour de France (February 15 to 20).
According to Peter Keage (marketing department) at the ministry, the campaign brings all arts, sports and cultural events together under a single theme.
Al Toobi said, "The campaign's images are distinctive and special, and the product of collaboration between the ministry and its creative agency TBWA\ZEENAH. Oman's new brand mark features in all our promotional material so as to build our destination brand."
The campaign will run in two phases. From November 9 to January focusing on destination awareness promotions with the second phase to the end of April 30 including package offers to be announced separately. Phase One of the campaign will focus on offering highly attractive travel packages which will be announced in December.
From November to December, it will feature major destination awareness promotions in travel industry events and consumer journals. The ministry is planning promotions with key wholesale, retail and destination companies.
Phase Two will begin in December-January with focus on expansion from destination marketing to a tactical campaign.