The Ministry of Tourism of Oman wanted to promote the country as a bucket-list destination for adventurous travellers and showcase the warmth, friendliness and hospitality of the Omanis. The goal was to promote the region’s adventure and luxury experiences, culture and gastronomy while driving engagement to the Ministry’s tour operator partners.

We created a campaign utilising written and video-based eye-witness reports and interviews. We commissioned a writer and film crew to travel to Oman, each covering a different part of the country to maximise times and coverage. The aim was to tell stories intertwining the region’s landscape, wildlife and activities.

The campaign was then promoted across print, both in magazines and in the national press, online and on social media. It was also supported by a marketing campaign, which included lookalike and retargeting to drive call to action bookings.

The written and video content was hosted on natgeotraveller.co.uk (National Geographic Traveller’s previous website) and on National Geographic Traveller’s YouTube and social accounts. It was promoted via paid and organic social and digital marketing.

Additionally, the editorial ran within ‘The Travel Guide’ insert distributed with The Guardian newspaper and was supported with advertising in National Geographic Traveller (UK).