Oman’s Opening Ceremony at ITB Berlin
Transforming Oman’s narrative into a bespoke visual journey with a 100m wide LED wall
Crafting cohesive experiences across continents
In a world where cultural richness and breathtaking landscapes are the jewels of travel, Oman’s recent showcase at Germany’s Internationale Tourismus-Börse (ITB) Berlin offered a glimpse into the soul-stirring beauty and deep-rooted heritage. Our mission was very simple, yet profound: “Beauty has an address“. Together with Jack Morton and our Omani client, we embarked on a journey to unveil Oman’s cultural wealth to 3,000 people at CityCube Berlin.
The ITB opening ceremony highlighted the importance of tourism and cultural collaboration, attended by leaders such as Prof. Dr. Mario Tobias, CEO of Messe Berlin; Kai Wegner, Governing Mayor of Berlin; Julia Simpson, President and CEO of the World Travel & Tourism Council; Zurab Pololikashvili, Secretary-General of the UNWTO; and Dieter Janecek, Federal Government Coordinator for the Maritime Economy and Tourism. The event underscored Germany’s intent to enhance cultural connections, particularly with Middle East nations like Oman, through a live broadcast that showcased its commitment to expanding cultural and touristic relations.
A 100m wide LED canvas of culture and innovation
Our stage stood out amongst the global displays at ITB Berlin, moving away from typical tourism promotions. Visitors were taken on a journey across the grand, history-rich landscapes and vibrant communities of Oman, all displayed on a 100m wide LED wall.
A 3D immersive sound experience, complementing the opening ceremony with over 50 performers and an aerial performance, elevated the ceremony into a multi-sensory experience, inviting attendees through Oman’s breathtaking natural beauty, rich cultural heritage, and its visionary pursuit of sustainable tourism by 2040.
Credits
- Client
Ministry of Heritage and Tourism of the Sultanate of Oman, Make The Change
- BRS In collaboration with Jack Morton
Lead Agency: Jack Morton Germany
In Cooperation with Messe Berlin
Producer: Dino Cela
Creative Director: Achim John
Executive Producer: Paul Boschi
Creative Producer: Celine Moison-Peters
Musical Director: Jesse Milliner
Video Production: Capture Media
Video Producer: Stefan Spendier
Executive Producer BRS: Judith Hoch
Show Director: Andy Machals
Choreographer: Denis We
Aerial Coordinator & Aerial Choreographer: Florian Bücking
Aerial Rigging: Kai Gaedtke (Take 7)
Production Assistant: Alessia Avallone
Dancers: Minou Moallem, BignaItten, Pantea Neukuienia, Chiara Radelja, Leonie Nele Seidlitz, Selin Holzer
Aerialists: Susana Beiro-Shelper, Brennan Figari
Talents: Royal Oman Symphonie Orchestra, Abna Al mazarie, Al Majd - Images
