travel audience, an Amadeus company, is a travel advertising platform, specialized in working with destinations, OTAs, airlines and travel companies to provide a data-driven, end to end solution for coordinating marketing efforts to achieve the maximum end result.
In 2019, Visit Jordan partnered with Travel Audience with the aim to create awareness of Jordan as a destination, engage with new audiences and of course, to ultimately attract more visitors to Jordan. Working together with Travel Audience, Visit Jordan had two clear objectives for the campaign;
1. To promote Jordan as an adventure destination
2. To change existing perceptions of Jordan
There is no definitive definition for adventure tourism, also known as adventure travel, as it could have different meanings to different people. Travel is an adventure! That said, it is also a niche form of tourism which involves exploration, discovery, and more often than not, getting off the beaten track in one way or another. The Adventure Travel Trade Association defines adventure tourism as a trip that includes at least two of the following three elements: physical activity, natural environment and cultural immersion. As such, this niche audience demonstrates particular characteristics and desires when it comes to travelling.
The DMO had to ensure everything was in place for this audience, service providers, sites, guidelines, structures etc. travel audience then helped Visit Jordan to understand their adventure travel audience through data, in order to target and attract them effectively.
Another key challenge was how to promote Jordan as a safe destination due to negative associations connected with the destination. In addition to that, historically, Visit Jordan promoted a particular image, focusing on the most well-known attractions and sites to visit such as Petra, Wadi Rum, desert and camels.
Adventure tourism is a great way to break the stereotype and attract a new market, showing a different side of Jordan, promoting its culinary offer, biodiversity and ethnic diversity. For this, it was important to promote a different image to the existing image that was communicated by Visit Jordan and create a completely separate brand from the Jordan in the minds of visitors.
The Campaign with travel audience
Visit Jordan developed a range of new photography to represent another side of Jordan and to challenge the stereotypical desert image. With this high-quality visual content provided by Visit Jordan, Travel Audience helped create a campaign that was focused on adventure travel, distributed through premium travel display and video.
The campaigns were divided into 5 parts to promote the key adventure activities in Jordan; Cycling, Diving, Canyoning, Hiking and Petra. This is effective in reaching specific audiences within the adventure tourism space, and the results below demonstrate there was an average CTR (click-through-rate) of more than 1% which is above the average benchmark.
The campaign was targeted in the key markets; UK, France and Germany with the aim to bring more traffic to existing markets, and redevelop touchpoints in less active markets. In this case, awareness campaigns are appropriate to build the image adventure side of Jordan in visitors minds.
The campaign gathered a lot of data insights which will be highly useful in shaping future projects with Visit Jordan. Most importantly, it identifies really valuable insights like how the different markets were responding to the activities. For example, the German market demonstrated the best reaction to diving campaigns whereas the UK market was more responsive to hiking.
The platform can also identify key insights such as visitor booking lead times and visitors by month of departure. For instance, German and British visitors have a similar booking pattern - 30% of visitors from both markets booked their trips last minute - just a week before departure whereas only 9% of visitors from France booked their trips last minute (1-7 days before the trip).
This is really useful information as it helps to determine and shape future campaigns, ensuring campaigns are targeted at the right time and during the relevant window for each market.
Furthermore, before the campaign started, travel audience was able to identify audiences that interacted with destinations that would be similar to Jordan in the minds of visitors. With these data insights, they were able to target travellers with the intention to travel to similar destinations based on location and activities.
Such useful data is really invaluable when it comes to repositioning a destination as it is crucial to understand the target audience to reach them in the most effective way. With clear data insights, together with partner insights, travel audience effectively developed campaigns to target Jordan’s key markets and position the destination as an adventure travel destination, in addition to reaching new audiences with the intention to travel that may not have considered Jordan as a destination prior to this.
More from #DTTT
In February we present:[DTTTInsights] What is structured data and why is it important for DMOs?
#TechInsights | What is structured data and why is it important for DMOs? Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]#structured data #rich snippet #SEO strategy #schema markup #voice search #content
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation