Jordan launches JorDONE global tourism campaign across 16 markets

ExploRJordan, Royal Jordanian's global tourism platform, launched its first global campaign under the name JorDONE in partnership with agency Adpro& Group. The campaign starts in November and runs across 16 markets, including the UK, the US, France, Spain, Germany, Italy, India, Canada, Belgium, Greece, Cyprus, the Netherlands, the UAE, Saudi Arabia, Qatar and Switzerland.

The campaign is built around three films linked by the JorDONE name, a play on Jordan that repeats the word Done to mark a completed experience at each stop. The films were shot over eight days in locations including Ajloun's vineyards and forests, Amman's old souks, the Dead Sea, Wadi Rum, Petra and Aqaba.

Karim Makhlouf, chief commercial officer at Royal Jordanian, said Jordan's difference is its diversity and contrast, from desert to sea and from relaxation to nightlife, and that the campaign aims to show an unexpected side of Arabia. Razan Al-Qaisi, director of marketing communication, digital and e-commerce, said the goal is to build a brand only Jordan can own rather than a generic tourism campaign.

The campaign did not disclose budget figures. The company says Royal Jordanian now also operates as a tour operator and drives inbound travel, while the creatives describe JorDONE as a simple device that holds everything Jordan offers in one idea.

What do these terms mean?

Inbound tourism: Visitors arriving from outside the country to a destination, measured by trips, nights and revenue.

Tour operator: A company that organises and sells travel packages and itineraries directly to visitors or through agencies.

Creative agency: A company that develops the campaign idea and produces its visual and verbal content.