Overview
The Goal
EDUCATE THE CONSUMER AND TRADE
To promote Jordan as a truly extraordinary and wonderful place to experience at a turbulent time for the Middle East
The Strategy
ADDRESS
UK consumer and trade’s negative perceptions of Jordan
RE-INSPIRE
the public and travel trade about Jordan
SUPPORT
and engage with trade and consumers to maximise on ExtraJORDANary campaign
The Execution
INCREASE NUMBER OF SALES CALLS
to key tour operators & training sessions of travel agents
INCREASED COMMUNICATION WITH TRADE
via frequent newsletters & updates
TRADE SHOWS
Leverage Unite Middle East and WTM to source new trade leads and contacts for Jordan
HARNESS TRADE & CONSUMER JOURNALISTS
Create compelling trips and timely hooks to inspire trade and media to visit and experience for themselves what makes Jordan so special
DEDICATED JORDAN MEDIA EVENT
held for over 30 trade and consumer journalists highlighting news hooks and reasons their readers should travel this year
The Results
16 CO-OP CAMPAIGNS HAD A 100% SUCCESS RATE
16 CO-OP CAMPAIGNS EXECUTED WITH 15 UK TOUR OPERATORS HAD 100% SUCCESS RATE
with every campaign seeing an increase in bookings to Jordan
OVERALL 7% INCREASE OVERNIGHT VISITORS TO JORDAN
from Jan-Dec 2016 compared to same period in 2015, the first increase seen since 2012
FURTHER INCREASE OF 13.3% SEEN IN UK VISITORS
from Jan-May 2017
5 NEW TOUR OPERATORS IN 2016 AND 4 IN EARLY 2017
launched Jordan product for sale
