Magic of Khareef

A network-wide social media campaign around the Khareef monsoon season in Salalah. Passengers were asked to post their own photographs and moments from Salalah for a chance to win a return ticket to any SalamAir destination, using the user-generated content to sell Salalah as a summer destination.

The brief

Travellers weighing summer trips, whom SalamAir wanted to draw to Salalah in Oman during the cool Khareef season.

The idea

SalamAir asked passengers to share their own Salalah pictures and moments during Khareef, with a free round trip anywhere SalamAir flies as the prize.

What to borrow

Asking travellers for their own photos turns past passengers into the advertising for a seasonal destination.

Brand	SalamAir
Agency	Not named on the source
Talent	Not named
Channels	social, digital
Source	Biz Today