JTB launches ExtraJORDANary campaign

The Jordan Tourism Board (JTB) has launched a new marketing campaign aimed at boosting sales in one of its key source markets: the UK.

The entity is pumping more than £500,000 (US$673,000) into an initiative that promotes the country’s spectacular history, culture and genuine hospitality.

Dubbed ‘ExtraJORDANary’, the campaign, which aims to support the UK’s travel industry in selling Jordan to British holidaymakers, will run until September 2016.

The key objective of the campaign is to boost UK arrival figures to Jordan in 2016 and 2017.

It 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 TV stations.

“The campaign’s focus is to showcase our majestic country and inspire people to visit, as well as extend support to, our trade partners,” said JTB director of marketing Adel Amin.

“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.