JorDONE.
Royal Jordanian's tourism platform ExploRJordan has launched JorDONE, its first global campaign: three films that present Jordan as a bucket list of contrasting experiences, each one signed off as "done".
- Brand
- Royal Jordanian
- Agency
- Adpro& Group
- Market
- Jordan
- Region
- MENA
- Year
- 2026
The challenge
Royal Jordanian now also works as a tour operator, selling trips into Jordan through ExploRJordan, so its growth depends on more people wanting to visit the country. The brief was to build fame for a destination that many travellers know little about or misread, and to turn its wide range of experiences into one idea people could grasp and remember quickly.
The idea
Adpro& Group turned the country's name into JorDONE and made "Done" a recurring sign-off that closes each experience, so the whole country plays as a list of things to tick off. The three films, directed by Bakir for Good People Films and shot over eight days, move from the vineyards and forests of Ajloun and the old souks and nightlife of Amman to the Dead Sea, Wadi Rum, Petra and Aqaba. Royal Jordanian's marketing team said it wanted an idea it could own and build on over time, not a tourism ad that could be set anywhere, and chose it when the agency reached the third of its creative directions. The campaign runs from November in markets including the UK, the USA, France, Germany, Italy, India, Canada, the UAE, Saudi Arabia and Qatar. Adpro& OMD Jordan is running the media, with outdoor and press in the UK and USA alongside digital and social.
Case study source: Campaign Middle East Source ↗
Credits
- Brand
- Royal Jordanian
- Royal Jordanian's tourism platform
- ExploRJordan
- Creative agency
- Adpro& Group
- Media agency
- Adpro& OMD
- Production house
- Good People Films
- Chief Commercial Officer, Royal Jordanian Airlines
- Karim Makhlouf
- Director of Marketing Communication, Digital and eCommerce, Royal Jordanian Airlines
- Razan Al-Qaisi
- Group CEO, Partner, Adpro& Group and Adpro& OMD
- Rana Hamarneh
- Group Head of Strategy, Adpro& Group
- Rizek Jildeh
- Creative Director, Strategy, Adpro& Group
- Hatem Soliman
- Creative Director, Copy, Adpro& Group
- Jarrad Pitts
- Creative Director, Art, Adpro& Group
- Rami Qaddoumi
- Senior Art Director, Adpro& Group
- Eyad Hussein
- Art Director, Adpro& Group
- Malek Smadi
- Head of Motion Graphics and Animation, Adpro& Group
- Anas Makkawi
- Senior Copywriter, Adpro& Group
- Nicolas Mukarker
- Content Creator and Videographer, Adpro& Group
- Abdallah Roosan
- Group Head of Client Services, Adpro& Group
- Nicolas Sabanegh
- Account Director, Adpro& Group
- Mohammad Al-Amad
- Sr. Account Executive, Adpro& Group
- Tahani Al-Hudhud
- General Manager, Adpro& OMD
- Aabed Al-Aabed
- Director of Digital, Adpro& OMD
- Amer Bataineh
- Senior Media Manager, Adpro& OMD
- Khaled Adassi
- Director, Good People Films
- Bakir
- Executive Producer, Good People Films
- Chantal El Haber
- Executive Producer, Good People Films
- Omar Khalil
- Producer, Good People Films
- Noor Abdelhadi
- DOP, Good People Films
- Koushi
- Photographer, Good People Films
- Rudy Azzi
- Post Producer, Good People Films
- Mohamad Al-Fayed
