International Poster Management signs 1m advertising deal with Jordan Tourism

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here