Oman Ministry of Heritage & Tourism (MOT) is in charge of the promotion of The Sultanate of Oman via their brand Experience Oman.

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The brief

The aim of Experience Oman is to be a leading destination platform, which provides an engaging multichannel tourist-centred experience, rich in value-added content.

For 2020 and beyond, Oman MOT needed to develop a digital roadmap to grow Experience Oman’s online presence, as well as monitor and assess the performance of the digital activities of its global offices (KSA, UAE, Oman, France, Italy, UK, Germany, Netherlands, Russia and India).

Audit / Data Analysis / Planning / Road Mapping / Digital Strategy / Content Strategy / Influencer Strategy / Social Media Strategy / KPI Definition

Our approach

To formulate the digital strategy for Experience Oman, we first needed to understand the brand’s existing digital footprint. This meant auditing its digital assets to identify what was working and what wasn’t. We then compared the results with an analysis of digital marketing trends in the travel and tourism sector, along with the brand’s main competitors, both locally and internationally.

From this we drew the digital roadmap: a multichannel strategy to reach, convert, and engage with Experience Oman’s audience and potential new audiences through the right channels and platforms.

Our roadmap included

• Online Reputation, Social Listening and Crisis Management to monitor brand perception
• Search Engine Marketing and Display Marketing to ensure higher ranking and visibility
• A content creation strategy to promote fresh, engaging content with thumb-stopping power
• Ongoing User Generated Content (UGC) to support the content creation strategy
• A social media influencer strategy to identify the perfect brand ambassador to promote Oman’s warm, welcoming personality
• An email marketing strategy with proper segmentation for Experience Oman’s B2B and B2C audiences
• Setting up several metrics for the digital team at Experience Oman to ensure goals are met

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