Jordan Times
Wednesday, September 20, 2006
JTB launches new
brand identity
By Dalya Dajani
AMMAN — The Jordan Tourism Board (JTB) took a major stride forward on Monday
with the launch of a new brand identity designed to reinforce the image and
market position of the country’s tourism sector abroad.
JTB officials said the new brand identity, completed after nearly a year of
intensive market and consumer research, was a powerful communication tool to
leverage Jordan’s position on the global tourism map.
“The new brand is more than just a logo,” said JTB Managing Director Mazen
Homoud.
“It is a powerful image and communication tool that makes a promise to those
interested in travelling to this country of what they will experience here. They
can depend on that brand and the message it resonates,” he added.
Much thought and research went into building the brand, which was launched
before ministers, officials, ambassadors, JTB members, stakeholders and industry
officials from the tourism sector and media at a ceremony held earlier this
week.
Leading brand and design consultancy Landor Associates, known for corporate
branding for some of the world’s leading companies and businesses such as
Citibank, Diet Rite Cola, Chupa Chups and rebranding Royal Jordanian, worked at
creating a brand that reflected the character and personality of the country.
John Brash, the company’s creative director in Dubai, said extensive research
was invested in building a brand image that would establish an emotional link
with potential travellers by capturing the spirit and diversity of Jordan.
“The Kingdom holds world class assets from its stunning landscapes, the
welcoming and hospitable spirit of its people and distinct architecture,” said
Brash.
“Together these elements create a positive chemistry that are embodied as part
of the brand that was built,” he added.
He explained how the brand, (shown in the picture), reflects the cultural
heritage of Jordan through the 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.
It holds a mix of Arabic through the calligraphy, English to reflect the
modernity and progressiveness of the country, while the crown denotes the
monarchy.
The brand also comes in a diverse range of colours drawn from the rich tapestry
of hues that make up the country’s natural environment.
From the stone colours of Petra and golden sands of the desert, to the rich
earth greens of the fields, the blues of the sky and the pink of the flowers.
Brash explained that the aim was to develop a strategic branding system that
will build and maintain a strong image of Jordan here and abroad and lead
visitors to select the country as their destination of choice.
He said the process involved carrying out extensive interviews with people in
various sectors around the world, market research and analysis and a base
proposition for Jordan.
Brash said the international feedback was surprisingly similar to that of other
global tourist destinations, giving Jordan a competitive edge.
The National Tourism Strategy called for such an initiative, which would help
boost tourist traffic to the country and enhance tourism revenue.
Such a tool is needed to help meet the strategy’s objective to generate JD1.3
billion by 2010, create 50,000 direct and indirect job opportunities and
increase direct government revenue to JD450 million.
Homoud said the sector almost reached the target, having generated JD1.02
billion in tourism revenues last year.
He said building a brand for Jordan’s distinct and diverse tourism sector would
further help achieve the target set for 2010.
“Having a brand identity will make it easier for us to communicate with those
interested in travelling to Jordan as it targets consumers in a more unified
fashion,” he added.
The new brand is featured on a set of promotional literature launched by the JTB
during the ceremony. This includes seven new brochures in English that cover
leisure and wellness, historical and cultural, eco and nature, religious and
faith and fun and adventure tourism. The brochures are currently being
translated into Arabic, French, Spanish, Italian, German, Russian and Japanese.
JTB also published a general visitors’ guide and established a new website
www.visitjordan.com with a wealth of information about the country, which gives
viewers the opportunity to provide their feedback.
The brochures and webiste were developed by eBrand, a specialised brand agency.
JTB also screened one its latest original promotional film productions on
tourism sites across Jordan.
Homoud said the brand would be adopted and incorporated in all promotional
products and print material produced by the JTB.
He said the JTB also plans on establishing a shop in future, with branded
merchandise such as sweatshirts, pens and cufflinks.