World Travel Market (WTM), a global event for the travel industry, began on Monday in London, and Oman's delegation led by Ministry of Tourism (MoT) used the opportunity to launch new promotional DVDs titled Beauty has an Address.
The ministry launched ten, six and four minute DVDs as a resource for the travel and tourism trade.
Building on the success of its global brand campaign running on BBC Worldwide, MoT has used WTM and its associated events to launch the new promotional DVDs on the sultanate, which were shot in June.
H E Maitha al Mahrouqi, Undersecretary, MoT, said, "The new DVDs are built on the global brand campaign running on BBC Worldwide and BBC.com and carry the same evocative tone, look and feel that make Oman a stand-out destination in the Gulf. The DVDs are a unique introduction to beautiful Oman."
The ministry commissioned The Love Commercial Production Company to produce the advertisements, building on its earlier BBC Worldwide commission to develop Oman's destination advertisement.
Charlie Targett-Adams from the company produced and directed the DVDs. He said, "This assignment was a great professional and personal experience. I am delighted to be able to show this very special destination to the world. My previous Middle East experience was a holiday in Dubai, so Oman's overpowering landscapes and bright natural colours were a great discovery.
"I think the work captures the mix of tradition and modernity that Oman so uniquely provides, and it also showcases the cultural heritage Omanis are so proud of."
An official at the ministry said that the original BBC campaign was shot more than a year ago and was launched in November 2011. "So to provide a fresh look and feel, the footage for the new DVDs was shot by the British team in June this year," the official added.
© Muscat Daily 2012
