Out-of-Home Case Study
Visit Jordan
Launching “Kingdom of Time” Across Europe at Scale.
Visit Jordan and the Jordan Tourism Board appointed One Day Agency to plan and deliver a major European out-of-home campaign for the launch of Jordan’s new destination brand, “Kingdom of Time”.
The campaign was created to build awareness of Jordan as a travel destination and encourage European travellers to consider and book trips through Royal Jordanian Airlines, tour operators and online travel agencies. It launched at a critical moment for the travel market, as destinations were competing heavily to rebuild demand, capture post-pandemic travel intent and stand out among European audiences returning to international holidays.
One Day Agency planned and delivered the full campaign in just two weeks, managing a multi-million media budget across multiple countries, cities, suppliers and formats. The campaign covered the UK, France, Italy, Germany, Spain and Sweden, with media deployed across London, Manchester, Barcelona, Madrid, Paris, Lyon, Frankfurt, Munich, Malmö, Rome and Milan.
Skills:
International Out-of-Home Advertising, Travel and Tourism Marketing, Destination Marketing, Multi-Market Media Planning, Media Buying, Campaign Delivery, Transit Media, Digital OOH, Static OOH, Taxi Advertising, Bus Advertising, Mall Advertising, Campaign Measurement
A Destination Campaign Built for a Competitive Travel Market
The travel category is one of the most competitive advertising environments. Destinations are not only competing with each other, but also with airlines, tour operators, hotel brands, OTAs and changing consumer behaviour.
For Jordan, the challenge was to create a campaign with enough scale and visibility to reposition the country as a must-visit destination for European travellers. “Kingdom of Time” gave the brand a broad creative platform, bringing together Jordan’s history, culture, landscapes, heritage, adventure, wellness and hospitality.
One Day’s media strategy focused on placing Jordan across daily travel, retail and commuter environments, using high-reach formats that could make the destination feel present across major European cities.
Multi-Country Planning Across Europe
The campaign was delivered across six countries and eleven cities: the UK, France, Italy, Germany, Spain and Sweden, with activity in London, Manchester, Barcelona, Madrid, Paris, Lyon, Frankfurt, Munich, Malmö, Rome and Milan.
This scale required complex international planning. Each country had different media owners, formats, lead times, language requirements, audience behaviours and city infrastructure. One Day coordinated the campaign across local suppliers while maintaining a consistent strategic direction and destination message across Europe.
The final campaign delivered 359.5 million estimated impressions, across 1,597 delivered screens or sites. The original plan booked 1,062 screens or sites, with the final delivery including 535 added-value screens or sites.
A Broad Media Mix Across Cities, Transit and Retail
The campaign used a wide mix of media formats, including buses, trams, taxis, malls, billboards, metro placements, street posters and digital street furniture.
This media mix was designed to build frequency across different urban moments. Large-format digital billboards created standout visibility on key roads. Tram wraps and bus supersides turned public transport into moving destination media. Taxi supersides delivered coverage across premium city-centre journeys. Metro posters and digital metro formats reached commuters and tourists in high-dwell transport environments. Shopping mall screens reached more affluent retail audiences who are typically more likely to spend on travel and tourism products.
By combining static, digital, mobile and transit formats, the campaign gave Jordan both high-impact moments and sustained citywide presence.
UK, Italy, France, Spain, Germany and Sweden Activation
In the UK, the campaign ran across London and Manchester, using tram wraps, digital malls, digital billboards, bus supersides and taxi supersides. London activity included Hammersmith, King’s Cross, North London towers, bus supersides, taxi supersides and digital malls at Westfield London and Canary Wharf. Manchester activity included a tram wrap, digital malls at Trafford Centre and Arndale, and major digital billboard locations around Mancunian Junction, Mancunian Tower and Trinity Way.
In Italy, the campaign ran across Rome and Milan, using tram wraps, billboards and digital malls. Rome and Milan each had tram wraps with estimated impacts of 30 million, alongside large billboard networks and mall screens designed to build reach across both transport and retail environments.
In France, activity ran across Paris and Lyon, using digital street formats, street posters, digital malls and Paris Metro placements. Paris included 100 digital metro panels across 12 weeks, estimated to deliver 50 million impacts, alongside street poster coverage and digital street placements.
In Spain, the campaign used street posters in Madrid and metro posters in Barcelona, helping Jordan reach pedestrians, commuters and tourists across two major Spanish cities. In Germany, the campaign used digital mall placements in Frankfurt and Munich, while Sweden used digital street formats in Malmö and Helsingborg.
Results and Brand Impact
The campaign delivered major European visibility for Jordan’s “Kingdom of Time” brand.
Across the campaign, One Day delivered 359.5 million estimated impressions, 1,597 screens or sites and 535 added-value placements. This was a significant overdelivery against the original booked footprint, helping increase campaign reach across multiple cities and formats.
Google Trends analysis in the report showed a significant spike in worldwide search interest for the term “Jordan” from the start of the campaign in October, with interest continuing to increase compared with pre-campaign levels.
This indicates that the campaign did more than place media across cities. It helped drive active destination curiosity and prompted audiences to search for Jordan while the campaign was live.
Results and Learnings
The Visit Jordan campaign demonstrated One Day Agency’s ability to plan, buy and deliver a major international media campaign at speed and scale.
In only two weeks, One Day coordinated a multi-million budget across six countries, eleven cities, multiple media owners and more than 1,500 delivered screens or sites. The campaign combined premium outdoor, transit, retail and commuter environments to place Jordan in front of audiences across Europe at a moment when the travel market was highly competitive.
The key learning was that destination marketing needs both scale and contextual relevance. Large-format OOH built fame, transport formats reached travellers in relevant journey moments, mall screens reached higher-spending leisure audiences, and street posters created local visibility at eye level.
By combining these formats across Europe, One Day helped Visit Jordan launch “Kingdom of Time” as a visible, memorable and high-reach destination campaign, turning a complex international brief into a fully delivered campaign within an exceptionally short timeframe.
