At Real Marketing and Communication, we provided tourism representation services for the Jordan Tourism Board (Jordan Tourism Board). The client wanted to leverage its participation in FITUR, the international tourism trade fair held annually in Madrid, for various marketing and communication purposes.
Objectives (What did the client want?):
- Schedule meetings with key stakeholders, from wholesale and retail travel agencies to airlines, associations, and other tourism-sector organizations, to explore potential collaboration opportunities that would encourage Spanish travelers to visit the destination.
- Give visibility to the Minister of Tourism, who attended alongside the delegation from the Jordan Tourism Board’s headquarters.
- Expand the destination’s new branding, “The Kingdom of Time,” among travelers and the Spanish tourism industry through Public Relations actions (media coverage).
- Strengthen relationships with the tourism sector and journalists through an evening event with a Jordan-inspired theme.
Approach (How did we support the Jordan Tourism Board?):
- In agreement with the client, Real started working well in advance (in early November, while the fair takes place in mid-January), which allowed us to contact stakeholders before their agendas filled up and while they still had greater availability.
- Regarding meetings, we carried out a thorough selection of key market players, as well as smaller yet highly relevant stakeholders due to their specialization in areas such as sports, nature, or religious tourism.
- As for the media, we worked in advance to arrange a series of interviews within the framework of FITUR, while also responding swiftly during the fair days to attract journalists to the stand for interviews. In addition, we provided support by writing and distributing a press release.
Results (What did we achieve for Jordan Tourism?):
- The number of meetings held at the stand during the fair doubled compared to the previous edition.
- The total number of interviews managed, both with the Minister and with a Spanish-speaking spokesperson, reached 10 (well above the client’s expectations, as their previous participation had resulted in just one interview).
- Event attendance: a total of over 100 attendees enjoyed the evening, a highly significant figure given the pandemic context (20 of them journalists).
- Through interviews and press releases, the destination achieved more than 25 media mentions, with a potential audience of 95 million impressions (the combined potential reach of all media outlets where coverage was secured). Media outlets featuring Jordan included Antena 3, Vanitatis, El Mundo, TeleMadrid, EsRadio, and RAC1, among many others.
Testimonial (What does the client say about our work?)
Mr. Hakim Al-Tamimi, Jordan Tourism Board:
“Working with Sergio and Alba for FITUR 2022—both in terms of Public Relations to secure media coverage and organizing meetings with tourism industry professionals—was an absolute pleasure. On a day-to-day basis, we were impressed by their approachability and the ease with which they handled every detail, as well as their efficiency, effectiveness, and professionalism. Without a doubt, they exceeded all our expectations; the results were better than anticipated, and we will certainly work with Real again on future projects for the Jordan Tourism Board in Spain.”
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