The Jordan Tourism Board has appointed FP7 McCANN UAE and Initiative MENAT following a competitive pitch, bringing the two agencies together under a model spanning creative, media, and digital.
FP7 McCANN UAE is leading the creative remit, beginning with a major push around the FIFA World Cup. The agency is responsible for developing the strategic and creative platform, spanning concept development, campaign ideation, creative production, and the delivery of a multi-layered campaign.
Initiative MENAT is handling the media brief, overseeing strategic media planning, identifying priority markets through annual tourism trend analysis, and developing audience playbooks tailored to each market’s media habits, travel motivations, activities, and purchase behaviors. The agency will develop a detailed media rollout plan by market.
“We were looking for a partner that could bring together strong creative thinking, strategic clarity and integrated execution, with a clear understanding of how to position Jordan in a compelling and contemporary way,” said Ramzi Maaytah, Managing Director, Jordan Tourism Board.
“FP7 McCANN UAE and Initiative MENAT team demonstrated a strong grasp of the opportunity ahead, as well as the collaborative model required to deliver work that can connect meaningfully with audiences across markets. We look forward to bringing this campaign to life together.”
“Jordan is a destination with extraordinary depth, character and global appeal, and what makes this mandate especially exciting is the opportunity to bring that to life through a model that is fully integrated from the outset,” said Tarek Miknas, CEO, FP7 McCANN MENAT.
“We are looking forward to partnering closely with the Jordan Tourism Board to create work that reflects the richness of the destination, connects meaningfully with audiences and helps advance its wider tourism ambitions.”
“What makes this brief especially exciting is the opportunity to create work that does justice to the richness of Jordan itself,” said Tarek Ali Ahmad, Managing Director, FP7 McCANN UAE.
“There is real depth to the destination, and our role is to translate that into a campaign platform that feels distinctive, culturally resonant and capable of connecting with audiences in memorable ways. We are looking forward to partnering closely with the Jordan Tourism Board and our sister agencies to deliver work that is both ambitious in idea and disciplined in execution.”
“Tourism mandates are won based on the detail – understanding how audiences in different markets make travel decisions, what motivates them, and where media needs to work hardest to shift intent,” said Lara Arbid, CEO, Initiative MENAT.
“That is precisely where Initiative’s strength lies. We are bringing that rigour to Jordan’s story, and we are committed to delivering a media approach that drives genuine destination consideration, not just visibility, setting new benchmarks for destination marketing in the region.”
