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

Given that our target audience was defined as 'digitally empowered explorers seeking meaning and human connection' and the need to reposition competition in the region, we had to find the sweet spot where people, culture and brand intersected to ensure we're appealing to the digitally fluent, intuitively curious and future focused traveler. We decided to speak a language they are fluent in, one only they would understand to build the needed affinity, and jumped on the AI's Midjourney craze of converting text to image based on descriptive prompts people were entering to describe surreal places out of a fiction movie, however dropped '/imagine' and replaced it with 'experience' as we prompted AI to bring to life locations from Jordan without mentioning, the country, city, place, monument or site under the campaign #ExperienceJordAIn.

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’ - this campaign was launched through a hyper targeted campaign across social, digital and OOH to AI software users that specially had a habit of destination and travel search during the period for which they were using Midjourney or similar alternatives.

750% increase in website traffic compared with the same period last year.

95% positive sentiment on social media.

Earned Media X10 original Investment.

Local, Regional and Global appraisal for smart use of AI.