The Jordan Tourism Board ran a successful social media campaign in 2011 to increase awareness of Jordan as a travel destination. They invited 16 bloggers to visit and write about Jordan, generating over 186 blog posts and 900,000 page views. The JTB expanded their social media presence, growing their Facebook fans from 500 to over 3,750 and their Twitter followers from 4,000 to over 12,500. They also implemented campaigns like #GoJordan that reached over 42 million people on Twitter. As a result, Jordan was featured on many top travel lists and websites in 2012.

1. Visit Jordan's
2011 in Social Media www.visitjordan.com
JORDAN TOURISM BOARD

2. Jordan Tourism Board
JTB Media Outreach Campaign in 2011 Visit Jordan's 2011 in Social Media
01
A recent study by Ketchum and Nielsen shows that the number-one
activity of social media users (online and offline) is reading blogs –
even above watching TV. People enjoy the accessibility to someone
that is writing for them, the relatable narrative they can escape into,
and the edutainment quality of blogs.
KPIs of Visit Jordan’s Social Media Outreach
Campaign in 2011
The aims of the campaigns were as follows:
Given the increasing reliance of consumers on social media net-
works to communicate with brands, and the influential power of
social media, Visit Jordan sought to harness that connection and
increase its brand visibility to increase awareness of Jordan.
The initial program was born out of an immediate need to publi-
cize Jordan’s safe and stable nature in the midst of the revolu-
tions sweeping the region. Naturally, the immediacy and
relevancy of travel blogs fit that need perfectly. Sixteen bloggers
were invited in total to be part of this specific program; however,
JTB continued to work with travel bloggers in different capacities.
1. To establish the presence and expand the reach of the Jordan
Tourism Board on social networks to increase awareness of
Jordan.
2. Conversions and calls-to-action.

3. Jordan Tourism Board
Campaign Results
02
1 Facebook
JTB had a Facebook group with less than 500 members. The group
was migrated to a customized Facebook page that has garnered
3,750+ fans thus far.
500
members
3.750+
members
800
1500
Visit Jordan's 2011 in Social Media

4. 4.000
followers
followers
5.000
10.000
Jordan Tourism Board
Campaign Results
03
2Twitter
JTB was present on Twitter, with approximately 4,000 followers,
but inactive. With the start of the campaign, the @VisitJordan
Twitter account was engaged daily, with people sharing
comments and pictures, asking questions, and generally
engaging with an account they truly enjoyed interacting with.
JTB was listed as the 3rd most influential tourism board online
in the world by Influencers in Travel, and has now garnered more
than 12,500+ followers.
3
12.500+
3
JTB
RANK
Visit Jordan's 2011 in Social Media

5. Jordan Tourism Board
Campaign Results
04
3Other Social Networks
JTB is also present on all other major social networks like
YouTube, Google+, Flickr, Pinterest, is registered on Klout and
PeerIndex, and will continue to be present on all emerging social
networks, bolstering its presence and engagement.
Visit Jordan's 2011 in Social Media

6. Jordan Tourism Board
Campaign Results
05
4Brand Visibility
Visit Jordan's 2011 in Social Media
Moreover, brand visibility has increased, with consumers
recognizing JTB’s efforts, recognizing the brand with the
country, and associating anything related to Jordan with Visit
Jordan. Visit Jordan is now the #1 source for information about
Jordan and the go-to source for people with inquiries or
comments. Moreover, more and more people are joining Visit
Jordan’s networks based on word-of-mouth and positive
reputation. JTB is ranked highly with regards to engagement,
which is extremely important for consumers.
#1Source for information
about Jordan
Social Networks

7. Jordan Tourism Board
About the Campaigns
06
1Travel Bloggers and blog trips
Visit Jordan's 2011 in Social Media
Sixteen Travel bloggers invited to write about Jordan, explore its
many offerings, and enjoy its safety even during a time when
the world thinks it is unsafe.
The participating bloggers were:
The sixteen different blog covered niches including couples
travel, travel photography, overland and budget travel,
adventure travel, solo female travel, family travel, cultural
travel, and luxury travel.
16 bloggers wrote 186 blog posts, garnering over 900,000 page
views and 2,549 comments from people interested in travelling
to Jordan or those that have now added it to their bucket list.
Moreover, through the bloggers’ social reach, Visit Jordan’s reach
increased as the bloggers’ readers learned of Jordan and of JTB’s
social networking presence.
The bloggers also provided coverage on networks that JTB is not
present; most importantly, on Instagram, with many of them
sharing instant photographs during their visit on the popular
photo-sharing site.
blogers
16
blog posts
186
views
900,000
comments
2,549
Dan and Audrey of UncorneredMarket.com
KenKaminesky or KenKaminesky.com
Michael Hodson of GoSeeWrite.com
Dave and Deb of ThePlanetD.com
Janice Waugh of SoloTravelerBlog.com
Nellie Huang of WildJunket.com
D’avinci, Jeanne, and Mozart of SoulTravelers3.com
Matt Long of LandLopers.com
Jodi Ettenberg of LegalNomads.com
Shannon O’Donnell of ALittleAdrift.com
Ayngelina Brogan of BaconIsMagic.ca
Keith Jenkins of VelvetEscape.com
Isabelle Kenis of IsabellesTravelGuide.com
Abigail King of InsideTheTravelLab.com
Melvin Boecher of TravelDudes.org
Kate McCulley of AdventurousKate.com

8. Jordan Tourism Board
About the Campaigns
07
2 The #GoJordan +
iambassador Campaign
Visit Jordan's 2011 in Social Media
The iambassador concept was a concept proposed by Keith Jenkins,
founder of the Velvet Escape blog, and one of the 16 bloggers invited
to Jordan as part of the blogger outreach campaign. The concept was
to create Featured Destination pages on 8 travel blogs from bloggers
that had already visited and written about Jordan, featuring Jordan
as the destination of the month, while promoting their previously
written blog posts and telling their readers why they endorse Jordan
as a travel destination. Also, banners advertising JTB’s Postcards
From Jordan website were displayed on the blogs and the Jordan
pages to promote the newly-launched website.
In addition, a GoJordan hour, hosted by the 8 bloggers and
@VisitJordan, was held on Twitter, using the #GoJordan hashtag,
answering 5 previously-submitted questions from future travelers or
those interested in Jordan. The #GoJordan campaign resulted in over
42 million impressions on Twitter, with approximately 1.1 million
people reached. The overwhelming response included replies from
people expressing their interest in visiting Jordan, some expressing
how much more they’ve learned about the country and its hidden
treasures and, most importantly, some announcing their plans to
visit in the next months. Awareness was achieved as well as
prompting followers and fans to action with many booking trips to
Jordan because of the campaign.

9. Jordan Tourism Board
About the Campaigns
08
2 The #GoJordan +
iambassador Campaign
Visit Jordan's 2011 in Social Media

10. Jordan Tourism Board
About the Campaigns Visit Jordan's 2011 in Social Media
09
The 2011 social media outreach campaign was immensely
successful, leading to Jordan being on travelers’ minds and on many
top travel lists, including Conde Nast Traveler, New York Times
Travel, Virtuoso, and National Geographic, among many others.
The 45 Places to Go in 2012 - NYTimes.com
http://nyti.ms/xRE7cf
Destinations to watch in 2012 (Condé Nast Traveller)
http://bit.ly/tFkvFh
Top Career Break Destinations for 2012
http://bit.ly/u0WrCS
12 hot springs worth traveling for | Fox News
http://fxn.ws/wU6KLG
Where to Travel this New Year? - Virtuoso on Fox News Video
http://bit.ly/yU0GS6
Where will be hot next year? HostelWorld 12 cities to watch in 2012
http://bit.ly/xdDhKt
21 Places To See Before You Die
http://bit.ly/yPJSGE

11. www.visitjordan.com
JORDAN TOURISM BOARD