Jordan Tourism Board: #ExperienceJordAIn

Situation: In 2021, Jordan Tourism Board rebranded to shake off the Kingdom’s ‘history lesson’ positioning through the launch of ‘Kingdom of Time’ to drive traffic to the kingdom from independent, digital-empowered explorers seeking meaning and human connection.

Challenge: Regional oil-rich nations fought for their space in the ‘future’ narrative so we needed to do something to gain traction with the ‘future-focused’ traveler

Solution: Appealing to the digital fluent traveler, we spoke a language they were fluent in, and jumped on a trend only they understood. By utilizing AI’s Midjourney we created an AI driven campaign, utilizing the programs most prominent feature: ‘/imagine’ to drive home a point.

Execution: On the search window of the interface there is an '/imagine' tool – an invitation to describe a dream destination through different prompts. That ‘imagine’ invitation soon evolved into an invitation to '/experience', as AI brings to life locations from Jordan without mentioning, the country, place or monument and the message ‘why /imagine, when you can experience’