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Issue No. 39 -August / November 2013

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IN THIS ISSUE  
United Kingdom
   
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
   

Advertising:
  • Various including display and editorial in Wanderlust throughout 2013-2014. Jordan is sponsoring the Wanderlust Travel Photo of the Year Competition 2013/14. As a sponsor the principal benefits are: Branding and brief editorial on all coverage of the competition in Wanderlust. This will include branding in the magazine from June 2013 - October 2013. Similar coverage on the Photo of the Year pages of Wanderlust’s website. This branding will include page skins and banner advertising on the Photo of the Year website. Branding in the March 2014 issue of Wanderlust. In this issue, we showcase the winners' photos from the competition. Feature in a 2014 issue of Wanderlust showcasing the winner’s photographs of Jordan. Reference in all promotional material created by Wanderlust for use by our other competition partners – for example, The Independent (circ. 250,000) will run a minimum of three exclusive pieces on the competition – and for other related media to help promote the competition and subsequent exhibition at Destinations 2014. Branding on the photo exhibition at Destinations 2014 in both London’s Earls Court and at Manchester’s Event City. Invitation for a representative to participate in the judging of the competition. Rights to use a selection of the photos from the winners’ assignments to promote Jordan.
  • Orange campaign during August-September reaching 7,050,000 consumers. Orange is extending the competition to 31 August to maximise data capture. So the activity with Orange in the UK is not scheduled to complete until the middle of September. Some of the remaining activities are: Link to dedicated competition / campaign landing page on the Orange website – to include Jordan logo, image, 80 words of copy and URL link. Live 1 July – 31 August. Customers will be provided with the opportunity to opt-in to ongoing Jordan communications, with all opt-in Orange customer data then provided for future use by JTB. Data to be received in September. Follow-up email (dedicated Jordan) sent to all opt-in data collected – to include deeper destination and 'how to get there' messaging, sales messaging / offers and links to find out more. Email to be sent in September.
  • DPS, the Adventure Travel Magazine during September-October. Jordan Tourism Board is placing a DPS in the September/October issue in The Adventure Travel Magazine to showcase Jordan as an adventure destination. This advertorial will focus on the main adventure activities visitors can experience in Jordan. The Adventure Travel Magazine has been going since 1995. Their circulation is 25,000 with about two or three people reading each copy. AT is recognized as the most important opinion former in the adventure travel industry. There was no adventure travel industry that AT started publishing 18 years ago. AT played a pivotal role in pulling together the industry and is still the public face of the adventure travel industry.
  • Coop marketing advertising in various publications during August-September. Jordan Tourism board has supported several tour operators via joint activites in 2013. Best at Travel are sending a newsletter, and advertising Jordan through their offline and online channels. Mosaic is developing an Agent Campaign promotion Jordan as the Hot Destination for 2013-2014, which will target over 80 independent Agents to provide them with the tools to sell Jordan as a well as a digital campaign. JTB UK will be circulation requests for 2013 joint marketing proposals in 2013.
  • Online broadcast partnership with Jazz FM during October and November. Jordan is launching this campaign in order to deliver impactful, efficient and effective promotional broadcast campaign for Visit Jordan and raise awareness for Jordan as an inspirational, accessible and exciting travel destination to the target audience, 45 + ABC1s. JTB is highlighting the breadth of styles of holiday available in Jordan utilising the power of Jazz FM to drive target audience to www.visitjordan.comOur overarching strategy will be to partner the recently re-launched, revamped and restyled www.jazzfm.com in the same way we would a purely online partner.Our focus will be on the creation of the central campaign hub within the Jazz website and the optimisation Visit Jordan brand presence across the hardest working Jazz FM touch-points, both on and offline to maximise user engagement and campaign ROI.The campaign includes production and editing of previous content, scriptwriting, and design of Advertorial page, Carousel, MPU & Leaderboards, Newsletter pods, pre-roll voicing, prize fulfilment and full management. It also includes prize fund (1 x Jordan Holidays for 2 people)
  • Online Campaign :on responsibletravel.com between October and November. As part of the responsible guide to Jordan, JTB is launching a campaign to drive attention through an ezine article and feature, and banners.
  • Jordan is sponsoring the Wanderlust Travel Photo of the Year Competition 2013/14. As a sponsor the principal benefits are: Branding and brief editorial on all coverage of the competition in Wanderlust. This will include branding in the magazine from June 2013 - October 2013. Similar coverage on the Photo of the Year pages of Wanderlust’s website. This branding will include page skins and banner advertising on the Photo of the Year website. Branding in the March 2014 issue of Wanderlust. In this issue, we showcase the winners' photos from the competition. Feature in a 2014 issue of Wanderlust showcasing the winner’s photographs of Jordan. Reference in all promotional material created by Wanderlust for use by our other competition partners – for example, The Independent (circ. 250,000) will run a minimum of three exclusive pieces on the competition – and for other related media to help promote the competition and subsequent exhibition at Destinations 2014. Branding on the photo exhibition at Destinations 2014 in both London’s Earls Court and at Manchester’s Event City. Invitation for a representative to participate in the judging of the competition. Rights to use a selection of the photos from the winners’ assignments to promote Jordan.
  • Jordan Tourism Board is placing a DPS in the September/October issue in The Adventure Travel Magazine to showcase Jordan as an adventure destination. This advertorial will be focus on the main adventure activities visitors can experience in Jordan.The Adventure Travel magazine has been going since 1995. Their circulation is 25,000 with about two or three people reading each copy.AT is recognised as the most important opinion former in the adventure travel industry. There was no adventure travel industry when AT started publishing 18 years ago. AT played a pivotal role in pulling together the industry and is still the public face of the adventure travel industry.
  • JTB is advertising in the next issue of Current World Archaeology, which is out on the 24th of September and it is their 10th anniversary issue.This issue will have an extended readership as we will be sending it out to even more history and archaeology enthusiasts. They are sending it out to their 14,000 Current Archaeology subscribers as well as the usual CWA readership.This would is an ideal time advertise as this issue will have a massive readership of people who will be fascinated by historical sites Jordan. Current World Archaeology combines the discoveries across the globe and international travel and it is published six times a year. Circulation: 37,000. 10,000 subscribers in the UK and it is available in WHSmith stores. Exodus, Explore and Andante Travels will be the call to action as they all have archaeology and history related tours.
  • Following the Competition and the Fam Trip, JTB and SLH are creating and distributing a Supplement with a strong ‘How to Sell Jordan’ focus and will include feedback from the agents that were on the trip.Distribution of the Supplement with Selling Long Haul to the entire UK travel trade (including every travel agency, homeworkers, online agencies and tour operator reservation and contracting departments). 1,000 extra copies to use during WTMOnline edition of publication on the Selling Long Haul website. Online edition provided for JTB to place on www.visitjordan.com. The printed supplement will remain as a resource in the offices of the Travel Agents to whom it is distributed and thus provides a selling tool for them in the future. Supplement description: SLH interviewed agents at the start of the trip, about their perceptions and expectations, and throughout the trip for feedback and comments. It would include a review of the destination, the agents’ feedback and other supporting material.

 


Sales calls:
  • Jordan Tourism Board sales calls to continue business development in the UK. The on-going development of business support with key trade partners in the UK is a fundamental part of the JTB MBR mission. Sales calls will be undertaken with Travel Operators and supplies in order to introduce Sara Noor and Yazan Khudairi to the UK market. Jordan Tourism Board will embark on a series of sales calls to visit key partners in London as well as attending the Terhaal concert in Edinburgh and associated reception.

 

   

Familiarization Trip:
  • Four journalists will take part in a luxury and wellness trip, taking in Amman, the Dead Sea, Petra, Feynan and Wadi Rum. The itinerary will include activities such as yoga and hiking, as well as spa treatments to highlight Jordan as a luxury and health destination. Publishing in Zest (64,959) , Red online (250,000) , Stylist.co.uk (340,000 circulation), Easyliving.co.uk (31,424).
  • FAM trip focused on culture and adventure. Trade event in Jordan. Agents sell more of the destinations they have personally visited and sending agents to Jordan is paramount to show that it is a safe destination, which they will explain to their clients. Travel Agents remain a key selling elemnt in the UK travel market and market share is shown to be increasing in recent years. JTB London will host a trip in September with 10 travel agents and one journalist from Selling Ling Gaul, who will write a supplement on How to Sell Jordan based on the experiences of the agents during the FAM trip. The supplement will be distributed with the November issue of Selling Long Haul, and at WTM 2013. Selling Long Haul is a monthly publication distributed to travel agents, tour operators, reservations agents, home workers, airlines etc. The magazine focuses on new products, new destinations, industry comment, new services etc… Research has show that agents share copies with their colleagues and keep and refer back to previous editions. Circulation: 16,5000. www.sellinglonghaul.com
  • Cox and Kings FAM trip in Jordan. Agents are paramount to Coz&Kings sales and position Jordan on front of their minds when proposing holiday ideas to their clients is key to push sales to Jordan. This agent FAM trip will showcase Jordan to 8 agents and 2 Cox&Kings staff, which will help them sell Jordan and position the Kingdom as a safe and inspiring destination.
  • Exodus FAM trip. Exodus staff knowledge and passion for Jordan asa destination is key to sell their itineraries to Jordan. This is a FAM trip for Exodus Product team- 4 days/3 nights in Jordan, which will give almost entire Exodus product team (14 people) great ground knowledge of Jordan, as well as educating them on various adventure activites (cycling, trekking, camping) in Jordan.

 

   

Exhibition or participation in events:
  • WTM. World Travel Market, the leading global event for the travel industry, will take place in London from 4-7 November 2013. Jordan Tourism Board is having a stand to make the most of this four-day business-to-business event. Actress, TV personality and a winner of Celebrity Masterchef, Nadia Sawalha, will be on the stand to officially launch the new culinary microsite and food as a major theme for 2014. One of the biggest events in the travel calendar, WTM provides a unique opportunity for Jordan Tourism Board to meet, network, negotiate and conduct business with the whole global travel trade. This fair is also paramount to present the 2014 plans to the trade and attract attention from trade and consumer media.
  • BRIGHT Travel Agent Training. Colchester 1st of October; Harpenden 2nd of October; Ashford 15th of October; Dorking 16th of October. This is important as it will train independent travel agents and raise their awareness of Jordan. There will approx 40 Travel Agents in each event. Part of the regional BRIGHT travel agent training programme which takes place throughout the year. Evening training session on Jordan with the BRIGHT members. Approximately 50 travel agents to be introduced to or learn more about tourism to Jordan.
  • Terhaal concert; Edinburgh Festival in Edinburgh. Continuing the collaboration with events in Scotland started with the Military Tattoo and the Royal Court in 2012, The Honorary Consul of Jordan in Scotland has secured participation in the Edinburgh International Festival in order to continue the promotion of Jordan as a culturally significant destination. 4 musicians will be hosted from Amman, including Tareq Jundi and Nasser Salameh who performed at a similar event in 2012. A concert will take place at St. Cecilias Hall in Edinburgh as part of the cultural program of the Edinburgh Festival, and in collaboration with Edinburgh University. A reception following the concert will have a guest list of selected invitees including representatives from trade, media, education, the church and of course the Festival itself. Typical cuisine of the region will be served, JTB collateral will be distributed, and the JTB logo and URL will be prominently displayed.
  • C&IT Forum in London to promote Jordan MICE product. Typically 30+ corporate and agency buyers. The latest in a serious of forums produced by Conference & Incentive Travel Magazine, these vents have been supported by JTB over several years. In addition JTB hosted a Middle East Forum event in Jordan in 2012 that was produced by C&IT. Suppliers at the event will have their own booth and a series of scheduled meetings will take place with selected buyers in order to introduce the MICE product of Jordan. There is also time to network during a gala meal.
  • Bright Travel Agent Training. Edinburgh and Glasgow on the 10th and 11th of September. To train independent travel agents and raise their awareness of Jordan. Approximately up to 40 travel agents to each event. Part of the regional BRIGHT travel agent training program which takes place throughout the year. Evening training session on Jordan with the BRIGHT members. Approximately 50 travel agents to be introduced to or learn more about tourism in Jordan.
   

For more information on any of the above activities, please contact Miss Sara Noor - Area Marketing Manager at sara@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.