For News Details, Click on the Headline:
Letter from the Director
The Jordan Tourism Board Launches The New Jordan Tourism Brand.
JTB Presents New Branded Collateral.
JTB Holds Annual Market Based Representative meetings.
JTB Briefs Members on its Activities.
JTB to Receive Additional Budget.
JTB Participates in the TOP RESA Travel Market.
Petra: Candidate for the New 7 Wonders of the World.
JTB Will Enhance its Scientific Evaluation Methods.
Jordan Ad Displayed in Roma Termini Train Station.
Reed Exhibitions Workshop.
JTB Moscow Office Participates in the Leisure Exhibition 2006.
Letter from the Director
Dear members,
It gives the Jordan Tourism Board great pleasure to present the first edition of its newsletter, JTB Wire. We are confident that this new medium will greatly enhance the lines of communications between the JTB and its members and will keep you abreast of our latest activities and upcoming plans.
JTB Wire is a monthly newsletter highlighting news about the diverse activities of the Jordan Tourism Board. It will include news about upcoming activities of JTB offices abroad, developments at JTB and noteworthy news & events that could be of great use to you and your businesses.
As JTB Wire develops, we hope to present to you more detailed information such as new tour operators that are featuring Jordan, press clippings as a result of press trips hosted by the JTB, new products and much more. We plan to enhance JTB Wire further to become an important marketing tool, by sharing valuable information and activities through which you, as JTB members, can build upon. We therefore strongly encourage you to share your opinions with us to enable us to develop JTB Wire according to your expectations and business requirements.
Finally, I wish to stress that it is JTB’s vision to further the partnership with its members in every possible way that could enhance tourism to Jordan. We strongly believe that the information that we will be sharing with you will be of added value to you in reaching your goals which we commonly share with you.
Please accept my warmest regards,
Mazen Homoud
Managing Director
The Jordan Tourism Board Launches The New Jordan Tourism Brand
Jordan Tourism Board launched the new brand identity it had developed for the tourism sector and unveiled its new promotional materials; brochures, website and documentary film during a reception held at the Four Seasons Hotel in Amman on Monday 18th September 2006. The event was attended by distinguished guests, ministers, top officials, ambassadors, JTB members and stakeholders, as well as patrons of the tourism sector and various media representatives.
The launch is considered as a very significant achievement for the tourism industry in Jordan and falls within the objectives of the National Tourism Strategy 2004 – 2010.
H.E. Mr. Munir Nassar, Minister of Tourism & Antiquities and Chairman of Jordan Tourism Board expressed the importance of the new brand in marketing Jordan as a major tourism destination internationally in his welcoming statement.
The new brand identity reflects the cultural heritage of Jordan. Jordan is written in an old Arabic script, Kufi, a fine old tradition of calligraphy and its unique character is expressed in the shapes of the letters which are styled to represent a small mosaic piece, a part of the larger mosaic that makes up Jordan. The second mosaic is inscribed with the ‘Jordan’ in English and is crowned with the Royal Jordanian Crown to communicate that Jordan is a 21st century monarchy. It is presented in the style of a copyright symbol to suggest the protection of something of high value and quality. The diverse use of colors of the brand has been drawn from the rich tapestry of colors that make up the natural environment of Jordan. From the stone colors of Petra and golden sands of the desert to the rich earth and greens of the fields, the blues of the sky, sea, and springs to the pinks of the flowers.
The continuous exposure of the brand in its different colors will build strong brand awareness and establish emotional links with potential consumers.
The Managing Director of Jordan Tourism Board, Mr. Mazen Homoud said, “It is very important to distinguish what it is we are launching today. This is not merely a logo. This is a brand, a promise to all those who will visit Jordan that they will be taken by the history, culture and diversity of this country in a 21st century modern nation, and will enjoy an experience of a life time”.
The launch also witnessed a short presentation by the company that engineered the brand in addition to showcasing the new brochures, documentary, posters and website based on the new brand guidelines.
JTB Presents New Branded Collateral
JTB has just published six new promotional brochures in English that cover six tourism products “experiences” in Jordan: Leisure and Wellness, Historical and Cultural, Eco and Nature, Religious and Faith (Tracing Islam and Biblical Jordan), and Fun and Adventure. JTB also published a general Visitor’s Guide covering all the experiences and providing general information. The dedicated brochure on MICE is outsourced to professional companies that produce such collateral periodically. The brochures have been printed in limited amounts as an initial step pending feedback from stakeholders on the information inherent. These brochures are currently being translated into Arabic, French, Spanish, Italian, German, Russian, and Japanese. An entire new range of posters have also been produced and are available at the JTB offices.
In JTB's continuous efforts to keep up with the growing dependency on the internet as a source of information and selling point, it has launched a new and advanced website (www.visitjordan.com) which is rich with facts, original photography, maps and broad information interesting both to the tourist and travel trade. The website was designed as a marketing tool to attract and encourage its visitors to come to Jordan. The website visitors are also offered the opportunity to give their feedback and present their views and questions about the website.
In addition, the website offers the opportunity for new communication lines between JTB and the tourism sector through the dedicated B2B site accessed through a JTB generated username and password. The website presents information and a unique high resolution photo library that allows members to download large data base documents and high resolution pictures for their commercial promotional needs. The website is also currently being translated into Arabic, French, German, Spanish, Italian, Russian and Japanese.
This website will be a significant data collecting tool for research purposes as it tracks the number of website entries and the characteristics of different visits. This provides JTB with a rich information pool that will be utilized in its marketing research development.
The new documentary films on Jordan have also been produced. The main film, just over 11 minutes long, covers all Jordan tourism product experiences as well as two shorter films on Biblical Jordan & Eco-Adventure Tourism.
JTB Holds Annual Market Based Representative meetings
The JTB held its annual Market Based Representatives meeting on August 28 and 29. This year's meeting had two major objectives. The first was to further align the work activities of all MBRs with the different requirements of the JTB head office in Amman. The second was to share with JTB members Jordan’s market situation analysis in each market after the different events witnessed in the region and the MBRs recommendations for the future.
With minimal staff at the JTB Amman and a large and expanding international network, it was essential that marketing and administrative activities between the MBRs and the head office and among the MBRs themselves are as much as possible efficient and cohesive. Therefore, the first day witnessed detailed presentations administered by the different departments at JTB covering all important issues to achieve alignment and cohesiveness.
The marketing department, as an example, discussed the annual marketing plans and how they need to be prepared and presented; reporting: weekly, monthly and annually; FAM & press trip guidelines; co-op marketing guidelines; ways and means to enhance accessibility to Jordan, and much more.
The Research Department presented the different programs they undertake and their requirements from MBRs during a crises period. This latter will include, amongst others, immediate short, medium and long term market analysis of Jordan in their respective markets, monitoring, as well as future projections, based on valid and substantiated statistics and information.
The Corporate Services Department covered many important matters about invoicing and streamlining of procedures, while the Communications & Media Department presented the new tourism brand and collateral. Landor, the brand designers, administered a workshop for the MBRs about the new brand and usage. On the second day, JTB members along with other stakeholders were invited to presentations administered by the MBRs covering Jordan’s market situation in their respective markets, and what measures they recommend should be taken by the tourism industry to revitalize the market and tap on its potential. The meeting was chaired by H. E. Senator Aqel Biltaji, Chairman of the Senate Tourism Committee. The meeting started by welcoming and introductory remarks by H.E. Mr. Munir Nassar, Minister of Tourism & Antiquities / Chairman of the Jordan Tourism Board and Mr. Mazen Homoud, Managing Director. JTB staff was present at both occasions.
Kempinski Ishtar hosted all JTB representatives to a wonderful evening at their Dead Sea shore. JTB & MBR presentations are available online.
JTB Briefs Members on its Activities
The Jordan Tourism Board invited its members to a presentation on September 7th at the Century Park Hotel. The objective of this presentation was to highlight the major activities of the Board and its future plans. The presentation was given by Mr. Mazen Homoud, Managing Director who began by outlining the major driving forces behind all JTB’s activities, namely the National Tourism Strategy, the JTB’s Marketing Plan and the Board of Directors decisions. The presentation covered all business aspects of JTB departments and their responsibilities.
The marketing activities in the United Kingdom through the JTB office in London were given as a case study. Through this study, the JTB demonstrated how any of its overseas offices focuses on building a distribution base by identifying new potential tour operators in niche markets and inviting them on familiarization trips; supporting the distribution base through co marketing activities, information, workshops and others; highlighting Jordan as a secure and safe destination by trade and consumer advertising and inviting press trips to tour the country; and working with the airlines in their efforts to expand accessibility.
The JTB took the opportunity of this gathering to share some of its aspirations for the near future such as the building of a coalition for marketing that would include industry players not part of the JTB system such as the airlines, the restaurants, and guides as well as its intentions to open a JTB shop that will carry high quality branded merchandise and memorabilia. The JTB also expressed its relentless commitment to further work stride by stride with its members in reaching their aspirations in the most efficient fashion that will give the best benefit to the industry and Jordan. The members who attended were engaged in a very constructive discussion with JTB management, and much benefit was garnered from the meeting, which was chaired by H.E. Minister of Tourism and Antiquities and Chairman of the Board Mr. Munir Nassar.
Country presentations are available online on the B2B section
JTB to Receive Additional Budget
The government recently approved a JOD 3.5 million budget for the Jordan Tourism Board in an effort to assist the tourism sector to recover from the negative impacts of recent events in the Middle East. JTB members have also agreed to contribute JOD 1 million to this fund that will bring the total to JOD 4.5 million. During the early stages of the Lebanese – Israeli war, the JTB asked its overseas representatives to assess the impact of the war on Jordan’s market situation in their respective markets. The results of this study clearly indicated that there were some cancellations in bookings to Jordan and that major new bookings for the coming season had come to an all time minimum. The recommendations to reverse the situation were clear: Jordan had to communicate with both the consumers and trade that the situation in Jordan was stable and secure and that visitors are safe to travel to Jordan.
The initial but detailed communications plan that was prepared and delivered on July 26th was valued at JOD 4.5 million. This initial plan was used to negotiate with the government for its support and funding through the personal efforts of the JTB’s Chairman H.E. Mr. Munir Nassar. The JTB is inviting its members to a meeting on the evening of September 3rd to discuss the most efficient manner for the distribution of these funds that will have the highest return on investment based on their market expertise.
JTB Participates in the TOP RESA Travel Market
JTB and fourteen of its members including Jordanian tour operators and hotels took part in the TOP RESA Travel Market in Deauville, France from 21st to 23rd September. The Jordan stand was visited by the French Minister of Tourism who was greeted by Mr. Mazen Homoud, Managing Director who presented him with a book on Jordan and a DVD created by JTB in France. The JTB held a reception in conjunction with L'Echo Touristique a major trade publication in France. All Jordan tourism partners in France were invited to this reception in which there was a high attendance including RJ staff in France, Air France, French tour operators and travel agents as well as media representatives of the major trade publications in France.
JTB participation in TOP RESA was very successful for all participants who met with major actors of the tourism and travel industry, whereas it confirmed the increased interest in Jordan from the French travel industry.
Petra: Candidate for the New 7 Wonders of the World
JTB will spearhead a national campaign to vote for Petra as one of the New 7 wonders of the world. The campaign is a cross-sector effort, and would depend on the support of major Newspapers, JRTV, mobile carriers, as well as other national institutions. JTB is currently seeking the support and sponsorship of other parties, to enhance the efficiency of this campaign as well as its national reach. All members are welcome to participate in this national endeavor. JTB will be regularly updating the trade on this issue, and welcomes any support or feedback in this regard.
To vote for Petra http://www.new7wonders.com/index.php?id=371
JTB Will Enhance its Scientific Evaluation Methods
JTB has been applying different scientific methods to evaluate its marketing and promotional activities. Furthermore, and to ensure the highest possible efficiency and effectiveness levels, we are taking extra steps to utilize more advanced techniques that are useful for effectual measurement of the RoI of all our marketing activities. Last week, JTB’s Director of Research and a marketing coordinator attended a specialized training workshop on advanced evaluation of marketing activities, which was held in Malaysia under the supervision of the World Tourism Organization.
This and similar training functions are intended to build JTB’s capacities and to help us formulate proficient evaluation models that would serve our needs. UNWTO’s assistance in this regards was also requested earlier through the Ministry of Tourism and Antiquities and we were promised that an expert from the international organization will help JTB in the formulation as well as in the application of an evaluation model-plan, according to the best international practices and with the available resources at JTB.
Jordan Ad Displayed in Roma Termini Train Station
In the first half of September JTB Italy managed to obtain for FREE to broadcast JTB 30'second spot on the 316 inch new LCD screens mounted in the completely renewed Roma Termini train station.
This has been a great and efficient opportunity to promote Jordan, as in 15 days there were 2,128 spots on the screens viewed by an estimated 15 million people and valued at over € 100.000.
Travel agents have been calling JTB Italy with remarks like "Wonderful, I've seen your spots on the screens in Roma Termini!"
Jordan spots will also be broadcast on large screens during the world famous Milan Fashion Week. With the number of Italians visiting Jordan on the rise, JTB Italy are confident that these campaigns will have a positive impact on Jordan’s image in Italy this coming autumn and beyond.
Reed Exhibitions Workshop
The Jordan Tourism Board invited Reeds Exhibitions to Amman to administer a workshop on September 5th for JTB staff and members on how to better utilize trade events as a major marketing tool to further the returns on the investment. Along with a general training they conducted on trade fairs and the optimizing of presence, the group held two separate training presentations on EIBTM & WTM participation. To strengthen their partnership with JTB and the tourism sector and as a gesture of support, Reed Exhibitions covered all costs for the travel of the three member delegation as well as the costs of the workshops.
JTB Moscow Office Participates in the Leisure Exhibition 2006
JTB Moscow representative office took part in the Leisure Exhibition 2006 (September 19 – 22) in the pavilion of MIBEX - dedicated to MICE and Business Travel which featured many destinations and MICE agents offering packages and products to corporate buyers. “MIBEX Russia – Meeting Industry Business Travel Exhibition” is an International Exhibition of MICE (Meetings, Incentives, Conferences, Exhibitions) Industry which was held in combination with XII International Trade Fair for Tourism and Travel “Otdykh / Leisure 2006” and International Trade Fair for Luxury Travel “Luxury Leisure” (Moscow, IEC “Crocus Expo”, September 19th -22nd).
The Jordan stand was visited by many participants in the exhibition which confirmed market potential and public interest in Jordan. The ambassador of Jordan in Moscow also visited the stand and gave his support to the JTB office staff.