PRSA Chapter– Spotlight Awards

#LearnJordan: Give ’Em the Camels

Gary Rubin, APR Account Director | Earn Media

Clarissa Fong, Account Supervisor |Earn Media

Pedro Peraza: Account Executive| Sales | Producer | Director |

 

If your audience says it wants camels, you give them camels. That’s what CMD did when it took on a project for the Jordan Tourism Board North America (JTBNA), which was looking to increase awareness of travel to the country of Jordan via its social media channels. A collaboration between the CMD Film and Video Group and Earned Media teams, this campaign and contest on the organization’s Facebook, Twitter and Instagram channels accounted for more than 223,000 views, 1,000 contest entries, 2,220 shares and featured plenty of camels in the video footage.

 

Situation and Goals

The Jordan Tourism Board (JTB) North America was looking to increase awareness of travel to the country via its social media channels. The organization worked with CMD to execute a social media campaign that would accomplish its goals, namely:

 

-Engage the audience

 

-Spark interaction among

 the brand and its  followers I

​

- Increase visibility for Jordan as

  a travel destination

 

The Campaign:

CMD developed a social media video campaign that would run for 10 weeks in early 2016. 

Each week, CMD edited and introduced a new video asset on Facebook featuring a different selling point of Jordan that was identified in the research. 

 

Along with each video, CMD provided social media content to quiz the audience on the contents of each video. To incentivize participation, one correct entry was randomly selected each week for a $100 Visa gift card. At the end of the 10 weeks, a grand prize of airfare for two on Royal Jordanian Airlines to Jordan was awarded. 

 

- Additional tactics deployed during the campaign included:

 

- Utilizing a hashtag strategy around #LearnJordan to emphasize the educational nature of the campaign and to track entries.

 

- Including the hashtag and videos on the JTB NA website

 

- Introducing campaign graphics and headers

 

- Promoting contest posts via paid support

 

- Emailing JTB’s targeted list each week when a new video was posted. Asking partners to help support the content via their social media channels.