International Poster Management (IPM), the outdoor company, has signed up Jordan Tourism in a million-pound deal.
The contract signals a change of strategy for Jordan Tourism as it is the first time it has used outdoor. The tourist board was previously advertising in broadsheets and specialist travel magazines. It says the activity is part of a media reappraisal to “reach out to a younger audience” than its usual “mature” target.
The contract was signed without a pitch. IPM international manager Chris Marjoram says the year-long contract will start in the UK, but it should eventually cover Europe. He adds: “Outdoor is a natural choice for this type of client.”
The campaign will break on March 24 in London and the South East, and another “burst” of activity is planned for the autumn. It will feature a mix of rail and underground advertising, digital escalator panels, taxi liveries and “Oxigen” office screen-savers. IPM says these channels will help to target “affluent” commuters.
The tourist board’s creative is based on designs originally produced by creative agency Home, and Marjoram says it will have a “striking visual”. “Outdoor has strong branding qualities and you can’t do justice to that in press,” he adds.
Majoram says Jordan Tourism is also taking advantage of IPM’s “mapping system”, which identifies where people live to find “hotspots” of targeted demographics.
IPM says it is working with Jordan Tourism’s sales and marketing director David Symes to ensure a “highly visual” campaign.