Oman’s Ministry of Tourism is to launch a new advertising campaign in a bid to promote the region of Dhofar.
The campaign, which is the work of Muscat-based TBWA\Zeenah and is designed to sell Salalah as a fresh and exciting holiday destination, will run on billboards across Oman and this will include print and promotional activity.
Mohammed Tobi, under secretary for the Ministry of Tourism, said: “The campaign is an important step in showcasing Dhofar as a quality year-round holiday destination for Oman and GCC residents.
“We took a sigificant change in creative approach to draw attention to Salalah, and our work, in conjunction with TBWA\Zeenah, conveys the energy, freshness and intensity of visitor experiences that are available in Dhofar”.
The campaign ties in with the Salalah Tourism Festival, which runs until 30 August.
Salalah is know for its tropical climate, monsoon showers, water springs, and misty mountains, which are a hit with Gulf tourists looking for an escape from the searing summer heat in the rest of the Gulf.
TBWA\Zeenah is part of Oman’s biggest communications company, the Zeenah Group, which also comprises Zeenah PR, Zeenah Events, and Zeenah Media. As part of the TBWA network, it is also related to TBWA\Raad Middle East, which is based in Dubai.