“FROM JORDAN FILLED WITH…”: PROMOTING AMMAN THROUGH TRAVEL EXPERIENCES

Queen Alia International Airport’s campaign aimed to showcase the many experiences that travelers can have in Amman, highlighting the city’s rich culture, vibrant life, and diverse opportunities for adventure. The campaign sought to position Jordan not only as a destination but as a journey filled with emotions and memories waiting to be made.

The campaign’s slogan, “From Jordan Filled With…”, was designed to evoke curiosity and inspire wanderlust. The tagline was paired with visuals of various luggage types, each symbolizing different experiences one could have in Jordan. From love and adventure to fun and exploration, the luggage acted as a metaphor for the personal treasures and memories travelers would take home after their trip to Amman.

MY ROLE

For this campaign, I collaborated closely with the copywriter to develop a creative concept that would authentically showcase Amman’s diverse offerings. Together, we crafted the tagline “From Jordan Filled With…” to emphasize the wide range of experiences the country provides—whether it’s love in the heart of Amman, adventurous treks through Petra, or fun memories at the Dead Sea. The concept drew on the metaphor of luggage, each piece tagged with experiences like “Adventure,” “Culture,” “History,” and “Relaxation,” symbolizing the memories travelers take home with them.

I led the art direction, working to create striking visuals that brought this concept to life. These visuals featured bold and dynamic imagery of luggage paired with captivating narratives to highlight Jordan’s unique appeal. The campaign was implemented across billboards, digital ads, and social media platforms, ensuring maximum reach and engagement.

Through this approach, we inspired potential travelers to see Jordan as a destination filled with opportunities for discovery, connection, and adventure, strengthening the bond between the audience and the country’s brand.

RESULTS

By positioning Amman as a multi-faceted destination filled with opportunities for love, adventure, fun, and discovery, the campaign successfully resonated with a wide range of travelers. The tagline “From Jordan Filled With…” not only captured the essence of Jordan as a destination but also encouraged tourists to pack their bags for an experience that would fill their hearts and minds with unforgettable memories. The campaign helped elevate Amman’s profile as a top destination for travelers seeking a blend of culture, excitement, and relaxation.