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Press trips are already competitive enough, but Oman Air is taking them to the next level at launching a media contest in which international journalists challenge each other during an organised event.

The Middle Eastern airline, in collaboration with the Oman Ministry of Tourism, have started the First Annual Oman Air International Media Treasure Hunt, a week-long odyssey that takes place between the 6th and 13th February. Teams of journalists from Oman Air's European destinations of France, Germany, Italy, Switzerland and the UK are now competing with each other in a challenge to discover as much as possible about the history, culture, landscapes, nature and people of Oman.

Imagine a large scale adventure game in which the players have to be half Sherlock Holmes, half James Bond. The rules imply that the search for information must be triggered by a series of cryptic clues and involves travel across the Sultanate. Every available form of transport is permitted - from taxis and hire cars to planes, ferris and camels.

In a way, what Oman Air is doing is recovering the romantic, cliche idea of journalism - light years away from a job that basically consists of spending endless hours in front of a computer screen.

"We are delighted to be launching this unique event, which will take the cream of European journalism on the tour of a lifetime around Oman. They will discover for themselves the breath-taking landscapes, unspoiled coastline, rich culture and long history of this beautiful country, experience its safety and serenity and enjoy the warm hospitality of the Omani people," said Wayne Pearce, CEO at Oman Air.

The whole point of the challenge -promoting the Sultanate - is been achieved by interaction between journalists and their readership (or viewers) through social media. The whole event is been filmed for a later broadcast and regular updates has been provided via Oman Air's Facebook pages and Twitter account, and on YouTube.

"This is the first of what will become an annual highlight in the international media calendar and we look forward to offering the warmest of Omani welcomes to each participant. I cannot think of a better or more memorable gift than to introduce a person to such an amazing destination as the Sultanate of Oman and this is a tremendous opportunity to share the country's beauty and charm with a large number of the world's leading opinion formers," added Pearce.

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