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

The brief

Experience Oman wanted to meet three main digital goals: help the brand to grow its online presence and followers across social media platforms; increase traffic to experienceoman.om; and drive booking conversions.

We needed to come up with a campaign that communicated the brand’s hospitable personality but was unconventional enough to entice a cynical audience to make it go viral.

Art Direction / Website Development / Front-End Development / Back-End Development / UI/UX Design / Technical Consulting / SEO / Mobile-Friendly / Accessibility / GDPR Policy / Creative Direction

Our approach

Oman offers visitors with open arms – a welcome that is unmatched by any other destination on earth. It is this spirit of unparalleled hospitality that makes people so naturally inclined to share their Oman travel experiences with the world. We tapped into this insight to create ‘#OmanByYou’.

#OmanByYou is the first social media activation created by a tourism board that only uses User Generated Content (UGC) for its marketing. All the videos, stories, and content used were created by real people – no scripts, actors, directors, staged scenarios or make-up!

Through UGC, we highlighted the culture, fun, adventure, beauty, luxury and friendliness of Oman through the lenses of genuine tourists and residents – and then invited others to get involved as well.

This unique campaign’s collateral included landing pages on the website to promote the campaign, video material, Google Display Network banners and social media content for Facebook, Instagram, and Twitter.

The result

#OmanByYou not only showcased the beauty of the country in a raw and relatable way, it allowed visitors to really feel part of the campaign as their images and videos were credited – making them the stars of the show!

  • The 1st global tourism campaign to use only UGC in the industry
  • +200 content creators participated, collaborating with Oman
  • +USD300K production cost savings
  • +4.5K new pieces of UGC shared after the campaign launch
  • +65K followers on Instagram
Visit website

experienceoman.om

Watch Video

strategy

creative

production

digital