How a targeted marketing communication strategy helped in a 145% increase in tourist traffic
The Hashemite Kingdom of Jordan started marketing activities in India in 2009. At the time, Jordan received approximately 29,000 Indians, primarily for business.
With a rich history and culture dating back almost 7000 years, Jordan has some of the most unique tourist attractions any country can offer. Home to one of the Seven Wonders (The ancient city of Petra) and the baptism site of Jesus (Bethany beyond the Jordan), the country offered a vast potential for Indians, particularly as a pilgrimage destination for Christians and Muslims.
A multi-pronged strategic marketing and communication plan was developed keeping in mind the potential of each tourism product.
With the religious tourism in mind, a targeted campaign was rolled out in Goa, Kochi, Bangalore, Chennai and Hyderabad for the Christian community.
In Kolkata on the other hand, Jordan was promoted for both religious and leisure tourism.
In the metropolitan cities like Mumbai, Bangalore and Delhi, the pitch was tailored towards MICE and leisure tourism.
The campaign entailed reaching out to identified travel agents, key influencers and potential tourists through direct communication and road shows.
The campaign was extremely successful. The number of Indians visiting Jordan rose from 29,000 to 71,000. A 145% increase.