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Issue No. 39 -August / November 2013

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IN THIS ISSUE  
France
   
Jordan to tap into food and family market
   
Jordan’s 2013 tourism revenue expected to double
   
Two Jordan Mövenpick resorts receive “Readers' Choice” recognition from Condé Nast Traveler
   
Royal Jordanian And Oman Air Enter Free Sale Codeshare Agreement
   
Tourism board promotes Jordan in France
   
JTB's twitter account has been verified
   
Print and Online Advertising
 
  • Online advertising campaign on travel websites (leisure segment). Publications include: easyvoyage.com / www.linternaute.com/voyge / routard.com. This will be during the month of September. The total volume of impressions for the 3websites = 25 148 681 impressions. The type of coverage includes advertising displays: Square, expand banners, foot expand banners, megaban, Widge Angle, Dedicated Newsletter, website skin + editorial push: special Jordan articles, reports and social media visibility (through texts, pictures, posts and tweets). JTB advertising campaign aiming to showcase Jordan’s great product diversity, while at the same time creating call-to-action (tour-operators product offer displayed). JTB opted for high-quality advertising formats, allowing the display of nice Jordan visuals, while at the same time generating important click rate towards tour-operator offers.
  • Online advertising campaign on culture/ religious website (religious segment on www.lavie.fr for one week in September. Circulation is up to 168 000 views for 1 week banner campaign. Type of coverage: Horizontal banner on home page and all other pages of the website. Lavie.fr is a new and spirituality website. Its faithful readers have a high level of education mainly AB +/++ (60).
  • Print advertising campaign on culture/ religiounmagazine (religion segment). Name of publication: LE MONDE DES RELIGIONS. This will be published in the September/ October edition (distributed end of August) with 48,390 copies per issue but up to 171 126 readers, hence high circulation rate. It will be 1 full back-cover page. Le Monde des Religions is a national leader magazine in its category: it talks about all religions, spirituality and philosophical thoughts. Le Monde des Religions benefits from a broad audience: qualitative readership with high level of education and high purchasing power.
Exhibitions or participation in Events
 
  • IFTM Top Resa ( September 24th – 27th 2013) in Paris, France. Major 100% B2B travel fair in France, IFTM tope rasa brings together all the tour-operators and DMCs from France and international destinations, in addition to hotels and carriers, to present their products and servisted to the industry’s production and distribution professionals. Each year, thousands of travel agents come to IFTM TOP RESA to develop their expertise and destination knowledge. A not-to-be missed opportunity for Jordan to enhance B2B relations with the French tourism industry, and reassure on the destination’s safety. This event had 28,788 trade visitors in 2012 ( +3,7 % vs 2011). JTB will showcase Jordan’s product diversity on a special Jordan-dedicated stand, together with local partners (DMC’s hoteliers and airlines). Jordan PR objectives during IFT< TP{ RESA will be to increase awareness of Jordan as a stable safe and affordable tourist destination in the Middle East; while at the same time communicating actively on JTB’s upcoming promotional actions on the French Market, as well as identifying great PR opportunities for 2014. In terms of trade objectives, JTB will pay particular attention to delivering a reassuring message towards French travels agent, and will meet with French tourism key stakeholders so as to create new business opportunities and partnerships with JTB in 2013/2014.
  • COOP with TENDAO: Jordan Adventure Race promotional campaign, with TENDAO (Specialist TO). Consumer promotion campaign (running fair participation; specialist-press ad campaign; facebook ads campaign). Location: Running Fair in Chamonix (Alps region) / Communication campaign: France-wide. In the framework of JTB’s strategy on the French market to develop communication towards niche segments (high-value products), JTB will partner with specialist adventure TO “Tenadao” in promoting their brand new Jordan adventure race: a 4 day running trail in Petra and Wadi Rum end of November. Key objectives: to bring sportsmen and women form France to discover Jordan and to practice their favorite sport: running. To enhance Jordan communication by picturing sportsmen in the most prestigious sites of Jordan: Petra and Wadi Rum. To build-up a B2C / PR communication plan highlighting Jordan as a great nature/ adventure / sports destination. The aim is to actively promote the “Jordan Running Experience”, JTB andn Tendao will partner on the 3 activities: participation to B2C fair “Salon Ultra Trail” in Chaminox from August 27th – 30th 2013 (Shared booth dedicated to Jordan), communication plan in running specialist media (*media plan yet to be finalized): in Sept. 2013, Facebook ads campaign in Sept. 2013.
  • COOP with AMV: Diving segment promotion campaign, with AMV (diving-specialits TO), B2C promotion on specialist media Plongee magazine (offline/online). In the framework of JTB’s strategy on the French market to develop communication towards niche segments (high-valued products), JTB will partner with driving TO “AMV” in promoting Jordan as a great diving destination in the Red Sea. Jordan diving promotion campaign will include: Ad placement in Diving Specialized MediaPlongee Magazine – Print/Web, in September and November 2013, and creation of a 100% Jordan online diving guide available on www.plongee-mag.net (for 1 year).
  • Religious segment e-newsletter: country wide coverage of an E-Newsletter for the Religious segment: As valuable nicke market, we are to approach the French religious segment from various perspectives. An e-newsletter to religion-based B2C database will be sent mid-August and promote Jordan’s religious heritage. JYB will send the newsletter to B2B sector using JTB existing religious database (dioceses and pilgrimage organizers), and to B2C contacts using a qualified database of the powerful religious/ cultural media LaVie.fr

Other:
  • Coop with AMV (diving-segment on-going campaign):Diving segment promotion campaign with DMV TO. B2C promotion on specialist media Plongee Magazine (offline and online). In the framework of JTB’s strategy on the French market to develop communication towards niche segments (high-value products), JTB partnered with diving TO “AMV” in promoting Jordan as a great diving destination in the Red Sea. Jordan ongoing diving promotion campaign includes: 1. Ad placement in diving specialized mediaplongee magazine – Print/Web, in Sept. and Nov. 2013. 2. Creation of a 100% Jordan online diving guide available onhttp://www.plongee-mag.net(for 1 year).
  • Coop with PlanetVeo (B2C online promotion campaign):BtoConline And social media campaign (at zero cost for JTB: all actions implemented are part of the barter agreement set-up with Planetveo for them to benefit from free-visibility on JTB’s online campaign implemented in Sept. Online and social media communication is key to target French consumer and delicer a reassuring message on Jordan’s safety. In October/November, the following actions of the online campaign will be implemented: 1. Visiblity on PlanetVeo Middle East Website – Box on ME homepage http://voyage.middleeastveo.com/voyage-jordanie.html 2. Visibility on the generalist newsletter (NOV): Box redirecting to JTB website, 1 Jordan circuit promotion, 1 article on Jordan at end of Newsletter redirecting to Pkant Veo blog, JTB logo on box redirecting to JTB website.
  • Coop with La Route des Voyages (b2c online promotion campaign): B2c online and social media campaign (at zero cost for JTB: all actions implemented are part of the barter agreement set up with La Route des Voyages for them to benefit from free-visibility on JTB’s online campaign implemented in Sept. Online and social media communication is key to target French consumer and deliver a reassuring message on Jordan’s safety. In October/ November, the following action of the online campaign will be implemented: Slideshow on route-voyages.com website homepage in Oct. 2013: Jordan promotion, Newsletter November 2013 with the theme of Desert Destinations to be sent to 12,000 contacts, “where to go “ box on route-voyages.com website homage: embedded video provided by JTB.
  • Religious segment e-newsletter: As a valuable niche market, we are to approach the French religious segment from various perspectives. An e-newsletter to religion-based b2c data base will be sent mid November and promote Jordan’s religious heritage. JTB will send the newsletter to B2B sector using JTB’s existing religious database (dioceses and pilgrimage organizers), and to B2C contacts using a qualified database of the powerful religious/cultural media LaVie.fr.

For more information on any of the above activities, please contact Mr. Ahmad Al Hadid - Regional Marketing Manager at ahmad.alhadid@visitjordan.com.
MARKETING ACTIVITIESS
For information on planned marketing activities for each of our source markets, please select a country from the list below.w.