The word “done”, which travellers can use to mark another wish fulfilled on their travel list, has become the basis of a new campaign for Jordan. In JorDONE, each experience gets the same ending, with repetition building a connection between what visitors want to experience and the country where they can make it happen. The task goes beyond showcasing landmarks: to increase interest in a destination that many potential visitors still know too little about or misunderstand.
The campaign was developed by Adpro& Group for ExploRJordan, the tourism platform of Royal Jordanian airline. Three commercials connect Petra and the Wadi Rum desert with Amman’s nightlife, Ajloun’s forests and vineyards, and experiences on the Dead Sea and the Red Sea. Familiar locations retain their place in the communication, accompanied by scenes intended to broaden expectations of a trip to Jordan.
For the creative team, the biggest challenge was how to bring so many different elements together in a message audiences would remember. Hatem Soliman, Creative Director – Strategy at Adpro& Group, explains that they had to resist the temptation to say everything at once and find a single idea that could encompass the entire offering. They found the solution in the country’s name itself: “done” accompanies individual experiences, while the name JorDONE brings them together into a recognisable destination message.
This approach also met the client’s requirement for the communication to remain distinctly associated with Jordan over time. Razan Al-Qaisi, Director of Marketing Communication, Digital and eCommerce at Royal Jordanian, says they were looking for an idea that felt like their own and around which they could gradually build recognition, rather than a tourism campaign that could represent any country.
The visual approach follows that intention. Rami Qaddoumi, Creative Director – Art at Adpro& Group, says they wanted to portray Jordan as a contemporary, energetic place where audiences would want to be right now. Filming took eight days, during which the crew travelled from the greenery of the country’s north and Amman’s old souks to the Dead Sea, Wadi Rum, Petra and coastal Aqaba.
Production was handled by Good People Films, while Adpro& OMD Jordan leads the global media campaign. Running from November, the advertising spans European, North American, Indian and Gulf markets, including the United Kingdom, the USA, France, Germany, Italy, Canada, India, the UAE and Saudi Arabia. Digital channels and social media are also supported by outdoor advertising in the United Kingdom and the USA.
