Over the course of the six month campaign, over 40 ‘Jordan’ taxis will be on London’s streets as well as 100 buses, digital panels and LCD screens in underground stations, rail landmarks and backlights in major London stations as well as regional.
The campaign created by Accord Group in partnership with Brighter PR signifies a huge spend for JTB, and will feature a plethora of different activity. The focus of the campaign is twofold; focusing on maximising both reach and frequency which ensures it is both influential and remembered.
JTB wishes to position Jordan in the UK market where it deserves to be; a land of genuine hospitality, history, culture and discovery and is confident that this campaign will drive the appetite for Jordan holidays amongst UK travellers, and will have a positive effect on booking for Jordan.
Over the course of the six month campaign, over 40 ‘Jordan’ taxis will be on London’s streets as well as 100 buses, digital panels and LCD screens in underground stations, rail landmarks and backlights in major London stations as well as regional. There will also be a host of digital marketing on the like of Trip Advisor, The Telegraph and the Guardian to name but a few.
A large portion of it also links in with ‘The Martian’ – the new Ridley Scott film starring Matt Damon being released in the UK on the 2nd October, which was filmed in Wadi Rum and is expected to be a blockbuster hit.
Adel Amin, Director of Marketing at the Jordan Tourism Board commented: “We look forward to seeing you capitalise on this tremendous promotion period to work together to ensure visitor numbers to our wonderful Kingdom of Jordan increase.”
“The campaign is designed to show Brits what the country has to offer, and inspire them to visit, as well as extend support to you, our trade partners. The campaign will highlight areas such as Petra, The Dead Sea, Wadi Rum and Aqaba. Our objective was to create desire and intrigue through a combination of thought provoking headlines and stunning visuals. With so many beautiful locations, we decided to create separate creative treatments enabling us to really do justice to each stunning location within Jordan. Emotive body copy and a call to action helped finish the creative, and will hopefully stir a real sense of yearning within consumers.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
