Overview
The Goal
USING ABOVE THE LINE ADVERISING - SHOWCASE JORDAN
to combat negative perceptions of the wider Middle East region
The Strategy
RAISE
brand awareness of Jordan as a safe and aspirational tourist destination
INCREASE
enquiries through tour operators and interest in Jordan from the mainstream travel market
BOOST
visitor arrivals from the UK
The Execution
INTEGRATED ADVERTISING CAMPAIGN
across OOH, TV, and press throughout 2016
CREATED #EXTRAJORDANARY CONCEPT
to encourage the target audience to engage with the brand on social media
MULTI CHANNEL CAMPAIGN
highlighting everything Jordan has to offer the visitor to a wide scale consumer audience though marketing, advertising, social media and PR
The Results
INCREASED THE NUMBER OF VISITORS
to VisitJordan.com over the course of the campaign by 600%
RECORDED INCREASE IN TRAVELLERS FROM THE UK
by 4.4% during the campaign period
TOTAL CAMPAIGN VALUE OF PR COVERAGE WAS OVER £750k
exceeding targets
CAMPAIGN WAS AWARDED A TRAVEL MARKETING AWARD
in 2018 for Integrated Campaign of the Year
