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Launching a new travel destination to the French market

Case Study - Launching a new travel destination to the French market: the Sultanate of Oman

Indigo Consulting generates blanket coverage across all French media, worth over €35 million

Challenge

•To raise awareness of this unknown destination within the French market by generating coverage in all consumer media through special offers and destination or hotel features. A trade campaign was also launched, generating exposure in French trade publications (press and online) through destination information (hotels, developments, DMCs, etc)
Strategy
•One to one interviews with trade media for the Director of the Tourism Board in Paris
•Presence at main travel fairs in France (ILTM, Top Resa, MAP, Adonet)
•Regular communication with the press through press releases and bimonthly newsletters
•Annual workshop with main travel partners followed by cocktail party
•Press partnerships with airlines and tour operators for individual and group press trips.
•Over 20 journalists/photographers/cameramen sent to Oman each year

Results

•Over €35 million worth of coverage over five year campaign
•Exposure in all of the leading French media (press, radio, online and TV - trade and consumer)
•Over 13,000 French tourists visited Oman in 2008, an increase from 6,300 in 2005
•Further to this campaign, Indigo launched the reopening of Intercontinental Al Bustan Palace in Muscat in March 2009 with a cocktail party in Paris attended by travel partners (airlines, tour operators, DMC). Indigo also announced the October 2009 opening of Oman Air direct flight from Paris to Muscat and discussed official launch in September/October 2009

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