Oman’s Ministry of Tourism launches ‘CoolDestinations’ summer campaign on Hotels.com
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Oman’s Ministry of Tourism has launched a ‘Cool Destinations’ summer campaign on Hotels.com in the Middle East. The campaign promotes Oman’s destinations that beat the summer heat including Salalah and its Khareef, Hajar Mountain resorts and getaways, Oman’s east coast and Masirah Island, and Oman’s resorts, spas and hotels. The campaign is pitched at GCC fly and drive short-break family and leisure travelers.
Her Excellency Maitha Al Mahrouqi, Undersecretary of the Oman Ministry of Tourism said, “The campaign signals a shift towards greater on-line promotions as consumers move to digital and mobile devices to book travel. Oman must respond to this to build market share. Our message is that Oman has unique destinations to escape summer’s heat while, at the same time, the many value-based accommodation offers on Hotels.com are just a click-away.”
The campaign involves 1.7 million page advertisements that link to a dedicated Oman landing page that promotes Oman’s summer destinations.
1 July 2012
Oman’sMinistry of Tourism has launched a “Cool Destinations” summercampaign on Hotels.com, the world’s leading on-line accommodation bookingsite. The campaign runs from July to 30 September 2012 and involves over 1.7million page advertisements that link to a dedicated landing page that promotesOman’s summer destinations including:
Salalah’s Khareef (cool weather season) that runs from July to September;
The Hajar Moutains high altitude resorts and getaways;
Oman’s east coast including peak nesting season at the Ras Al Jinz Turtle Reserve and Masirah Island; and
Oman’s many resorts, spas and hotels with value-based summer offers
Her ExcellencyMaitha Al Mahrouqi, Undersecretary of the Oman Ministry of Tourism said,“The Cool Destinations campaign signals a shift towards greateron-line promotions. We are seeing transformational shifts as consumers move todigital and mobile devices to research and book travel, and it is vital thatOman respond and take advantage of this to attract new business and buildmarket share. Our message is that Oman has unique destinations to escapesummer’s heat, and the value-based accommodation offers on Hotels.com arejust a ‘click’ away.”
The Hotels.comcampaign is the Ministry’s first major online campaign in the MiddleEast. The Hotels.com Middle East site has grown consistently since its launchat Arabian Travel Market in May 2009. With sites in both Arabic and English, anunrivalled breadth of properties in all star ratings across Oman and a growingreach amongst consumers in the region, the brand is well placed to work withthe Ministry of Tourism to deliver the desired outcomes of the campaign.
The launchcoincides with the start of the Salalah Tourism Festival which runs from 21June to 18 July 2012, followed by the Khareef season (July to September) thatturns the mountains and coast into a lush green landscape with cascadingwaterfalls. Oman Air has announced additional services to Salalah from Muscat,and operates two Boeing B737 services per week from Dubai to Salalah. On 28June, Air Arabia began two Boeing B767 services per week from Sharjah toSalalah.
NigelPocklington, Chief Marketing Officer for Hotels.com said, “We are pleasedto be working with the Oman Ministry of Tourism on their first major onlinecampaign in the region to promote the Sultanate’s summer destinations. Wehave seen interest grow in Oman as a holiday destination and hope this campaignwill continue to highlight its unique attributes to a wider audience, as wellas showcasing the great value accommodation available throughHotels.com.”
The campaignalso highlights Muscat’s nomination as Arab Tourism Capital in 2012.