AMMAN — The Jordan Tourism Board, supported by the USAID Building Economic Sustainability through Tourism (BEST) project, on Thursday signed an agreement with SYNTAX, a local agency with local and international experience in brand development, to develop Jordan’s new tourism brand through a consortium with the UK-based partners, Something More Near.
This brand project marks Jordan’s first effort to develop a comprehensive tourism brand that will “accurately” reflect Jordan’s unique selling points and incorporate all tourism segments such as faith tourism, adventure tourism, MICE (meetings, incentives, conferences and exhibitions), wellness tourism and cultural tourism, according to a statement from the Jordan Tourism Board.
The project will begin with a brand audit during which key industry stakeholders from the public and private sectors will be consulted to ensure an accurate and marketable output, read the statement.
“We’re very excited to be starting this project with our partners, USAID BEST, who have supported the Jordan Tourism Board throughout the years in a multitude of ways. We’re also very enthusiastic to be working on a project of this scale with a local company that has the international experience and Jordanian outlook we need to make sure this project is a success,” Abed Al Razzaq Arabiyat, managing director of the Jordan Tourism Board, was quoted in the statement as saying.
“We are looking forward to streamlining all of our marketing activities under the umbrella of one overarching brand that shows the world what Jordan has to offer,” he added.
The SYNTAX-lead consortium was awarded the contract following an extensive tender process that included proposals from agencies from Jordan, the UK, Canada and the US, according to the statement.
The new Jordan brand will be launched during the first quarter of 2020, the statement concluded.
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