Royal Jordanian’s global tourism platform, ExploRJordan, has launched its first global campaign, ‘JorDONE’, a new effort to drive consideration for Jordan and expand perceptions of the country in a whole new way.
Developed in partnership with Adpro& Group, the campaign moves beyond familiar icons and expectations to reveal a more surprising, contrasting and modern side of the Kingdom, built around one simple idea: whatever you’re looking to do, you can get it all done in Jordan.
With the airline now operating as a tour operator, driving inbound travel into the country, the work is centred around three films, each showcasing the depth and breadth of the country by delving into the wonders and unexpected experiences it has to offer – thereby proudly Showcasing Arabia’s unexpected, authentic and modern side.
The campaign brief was to build fame for a country many still don’t know enough about, and often misunderstand, by turning Jordan’s concentration of contrasting experiences into something people could instantly understand, remember and want to experience. The creative unlock was a simple play on Jordan itself: turning Jordan into JorDONE.
“DONE” became the campaign’s leitmotif, punctuating every experience as another thing done, and transforming the country into one giant bucket list waiting to be ticked off.
With Royal Jordanian fueling its own growth by making the country it calls home more desirable, JorDONE sets out to make Jordan famous for far more than what the world already knows. Across the three films, the campaign collides world wonders with wild nights, ancient landscapes with modern culture, and the iconic with the completely unexpected, revealing a side of Arabia rarely seen in tourism advertising: authentic, modern, surprising and impossible to reduce to a postcard.
Running from November, the global campaign spans the UK, USA, France, Spain, Germany, Italy, India, Canada, Belgium, Greece, Cyprus, Netherlands, Cyprus, UAE, KSA, Qatar and Switzerland to name a few.
Developed by Adpro& Group and shot over eight intensive days across the Kingdom, the films capture Jordan at its most contrasting and unexpected. The production moved from the vineyards and lush forests of Ajloun to Amman’s old souks and after-dark energy, before heading to the Dead Sea, the lowest point on Earth, and further south to Wadi Rum, Hollywood’s favourite stand-in for Mars and, arguably, the world’s coolest desert; Petra, one of the Seven Wonders of the World; and Aqaba, an emerging beach and diving destination with a UNESCO-designated marine reserve celebrated for its remarkably preserved coral reefs and biodiversity.
“Jordan’s true point of difference is the sheer contrast and variety it offers, packaged in a way that feels authentic, contemporary and distinctly Arabian. It’s not about glitz or glamour. It’s about discovering an unexpected side of Arabia, where desert meets sea, wellness meets nightlife, adventure meets culture, and you can simply do so much in so little time.” said Karim Makhlouf, chief commercial officer, Royal Jordanian Airlines.
“That was the brief we gave the agency: how do we emotionalize Jordan and build fame for a country that many people still don’t know enough about, and often misunderstand through ExploRJordan? How do we take this incredible concentration of contrasting experiences and turn it into something people immediately understand, remember and want to experience for themselves?”
Razan Al-Qaisi, director of marketing communication, digital and eCommerce, Royal Jordanian Airlines added, “Together with our agency partners, we were looking for something that felt distinctly ours and Jordanian. Something ownable that we could build equity around over time, rather than another tourism campaign that could belong to anywhere. We’re a challenger brand at the end of the day, so the creative task became: how do we drive fame around Jordan’s incredible variety in a way that only Jordan could own? I still remember the agency coming in to present. The moment we got to ‘Direction Three’, we knew. That was it. We had it. And JorDONE has been in the making ever since.”
The campaign was produced by Good People Films’ Omar Khalil, Chantal El Haber and Nour Abdelatif, with Egyptian director Bakir. Adpro& OMD Jordan is running the global effort, with outdoor and press included in the UK and USA. The campaign will also run across digital and social platforms.
“The hardest briefs are sometimes the ones with too much to say. Jordan gives you almost too much to work with, and our job was to resist trying to say everything at once. We needed one simple creative device that could hold all of it. JorDONE gave us that,” said Hatem Soliman, creative director – strategy, Adpro& Group.
Credits:
Rana Hamarneh, Group CEO, Partner – Adpro& Group, Adpro& OMD
Rizek Jildeh, Group Head of Strategy – Adpro& Group
Hatem Soliman, Creative Director – Strategy – Adpro& Group
Jarrad Pitts, Creative Director – Copy, Adpro& Group
Rami Qaddoumi, Creative Director – Art, Adpro& Group
Eyad Hussein, Senior Art Director, Adpro& Group
Malek Smadi, Art Director – Adpro& Group
Anas Makkawi, Head of Motion Graphics and Animation – Adpro& Group
Nicolas Mukarker, Senior Copywriter – Adpro& Group
Abdallah Roosan, Content Creator and Videographer – Adpro& Group
Nicolas Sabanegh, Group Head of Client Services – Adpro& Group
Mohammad Al-Amad, Account Director – Adpro& Group
Tahani Al-Hudhud, Sr. Account Executive – Adpro& Group
Aabed Al-Aabed, General Manager – Adpro& OMD
Amer Bataineh, Director of Digital – Adpro& Group
Khaled Adassi, Senior Media Manager – Adpro& Group
Rudy Azzi, Photographer – Good People Films
Chantal El Haber, Executive Producer – Good People Films
Omar Khalil, Executive Producer – Good People Films
Noor Abdelhadi, Producer – Good People Films
Bakir, Director – Good People Films
Koushi, DOP – Good People Films
Mohamad Al-Fayed, Post Producer – Good People Films
