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Oman Air: The New Wings of Oman February 24, 2008

Posted by Arun Rajagopal in Advertising, Oman, Travel.
Tags: , , ,

My latest campaign at Wunderman Oman is one of the most exciting projects I have ever worked on. It has been exciting, hectic (explains the blogging hiatus) and a great learning curve.

After all, it’s not every day that you get to work on the rebranding of a country’s national airline.

Particularly gratifying for me is that I have worked on this brand for the last 3 years, across 2 agencies. It gives you a great high to watch an airline take off in new colors, especially when you have played a role in its ‘vibrant, new journey’.

The New Wings of Oman

Welcome to the new wings of Oman Air, the national carrier of the Sultanate of Oman.

The rebranding exercise became essential as Oman Air has changed its focus from being a leading regional airline to a competitive global player.

The airline is currently expanding its wings with an ambitious fleet expansion programme and launch of new destinations (9 cities in 2007).

Our campaign delved into the psyche of Oman as a traditionally friendly and hospitable nation to create the message that as ambassadors of the nation, Oman Air brings élan, friendliness and warmth to flying.

The revitalized brand identity features the Oman Air logo as a contemporary rendition of Frankincense smoke. Frankincense is one of the most evocative expressions of Oman’s vibrant heritage and culture.

Those familiar with Arabian history will know the significant role frankincense has played in Oman’s history. Today, burning incense is an inseparable part of Omani life and is indicative of the country’s enduring traditions of hospitality.

A high-profile corporate branding and aircraft livery unveiling event (with laser show and the works) was held yesterday at the Shangri-La’s Barr-Al Jissah Resort and Spa, Muscat. The ‘New Wings of Oman’ press campaign was launched across Oman today.

TV spots unveiling the new look of Oman Air will roll out across the Middle East this week. Communications across diverse media – print, outdoor and digital will follow.

Here’s the print campaign & logo rationale of ‘The New Wings of Oman’…

Teasers 1, 2,3:

The New Wings of Oman - Teaser 1

The New Wings of Oman - Teaser 2

The New Wings of Oman - Teaser 3

Launch Ad – Double Spread:

The New Wings of Oman - Launch Double Spread - Cover

The New Wings of Oman - Launch Double Spread

The New Wings of Oman - Launch Double Spread - Back

Logo Rationale Book (Giveaway in a wooden box of frankincense):

The New Wings of Oman - Logo Rationale

Watch this space for more news on ‘The New Wings of Oman’ campaign.

Update: TBWA/Zeenah, a leading agency in Muscat designed the new logo and livery of Oman Air, while Wunderman Oman developed brand communications for other media through ‘The New Wings of Oman’ campaign. Hat tip to Ivan Sidzhakov at TBWA/Zeenah, who worked on the new logo.