Oman. A hidden gem with modest awareness and perception internationally. Counting with a vast history, culture and tourism offerings, Oman is a country with immense potential, one of the Middle East’s most dynamic regions. A country that, since 2018, has worked tirelessly to promote itself as a vibrant tourism destination and, at the same time, as a world-class transportation hub.

The Oman Aviation Group tasked Edelman to develop a communications strategy that would amplify Oman's new positioning in 10 key countries (Italy, China, India, Russia, Germany, Netherlands, France, Poland, Egypt and Morocco). Working as lead global PR agency, Edelman began with the creation of a messaging platform that subsequently served as drivers for rich storytelling content that communicated both Oman Aviation Group’s business objectives and the Sultanate’s vast tourism offerings.

In November 2018, for the inauguration of the new Muscat International Airport, Edelman organized a trip for international media and influencers who were able to discover Oman first-hand. More importantly, the group was able to witness a significant moment in the country’s history: the inauguration of the new Muscat International Airport. The spectacular event, developed in perfect synergy with a master narrative, not only unveiled a new cutting-edge structure, but also a symbol of Oman's opening to the world.   


Indeed, the inauguration was a key turning point for the country’s economy, which celebrated the new avant-garde hub with a series of spectacular events for over 450 spectators. The 5-day international press experience was attended by 29 leading media and influencers from the ten key countries.

Media relations generated 110+ feature articles (e.g. Bloomberg, Corriere della Sera, Glamour, The Times of India, Capital), 710+ social media posts, an ad value equivalent of 3.6 million euros, as well as and more than 1.8 billion impressions across traditional and social media in key markets.

Now an established gateway to this captivating and visionary country, within the first five months of 2019, the Muscat International Airport welcomed an average of 200 flights per day, with Oman registering more than 1.4 million visitors, a 48% percentage increase from 2018.

- 2019 Assorel Prize Awards, "Best Live Communication"