The ‘ExtraJORDANary’ campaign will run until September 2016 with the objective of attracting visitors to Jordan and increasing arrival figures in 2016 and into 2017.
Jordan is home to a plethora of extraordinary attractions, including the UNESCO World Heritage Site of Petra and the Dead Sea, a world wonder in its own right and, sitting at 400 metres below sea level, the lowest point on earth.
Situated in the north is Amman, the beating heart of the Hashemite Kingdom, offering a unique blend of old and new with the modern restaurants, traditional boutiques and local markets surrounded by evidence of its historic past.
The campaign comes as the JTB continues to strengthen its position in the UK market, through national print activity and a three month long broadcast promotion across renowned stations including ITV, Sky News and More 4.
During the course of the campaign, ‘ExtraJORDANary’ will also be present around the UK with posters featuring on the London Underground, in the Bullring shopping centre in Birmingham and the Trafford Centre in Manchester.
The campaign marks a significant spend for the tourist board and the key to its success is focusing on maximising both reach and frequency to ensure it is both influential and remembered.
Adel Amin, director of marketing at the Jordan Tourism Board said: “The campaign’s focus is to showcase our majestic country and inspire people to visit, as well as extend support to, our trade partners.
“The campaign highlight’s Jordan’s most special places, including Petra, the Dead Sea, Wadi Rum and Aqaba, and aims to create desire and intrigue through a captivating headline and stunning visuals.
“Jordan has unique experiences in all segments, including wellness, biblical, adventure at Wadi Mujib and Wadi Hidan and other undiscovered locations around Jordan.
“We look forward to seeing our valued UK partners capitalise on this incredible promotion and will continue to work together to ensure the appetite for Jordan develops and the visitor numbers to our wonderful Kingdom increases.”