The Jordan Tourism Board (JTB) has appointed FP7 McCANN UAE and Initiative MENAT to lead its creative, media and digital mandate following a competitive pitch process.
The appointment brings together the two agencies under an integrated model aimed at strengthening Jordan’s tourism positioning across international markets.
According to a statement, FP7 McCANN UAE will oversee the creative mandate, beginning with a major campaign linked to the upcoming FIFA World Cup. The agency will be responsible for strategy development, campaign ideation, creative production and execution of a multi-layered marketing campaign designed to boost Jordan’s visibility and attract tourism interest.
Initiative MENAT will manage the media strategy, including market prioritisation through tourism trend analysis and the development of audience-specific media playbooks. The agency will also design market-specific media rollout plans aimed at improving audience engagement and destination consideration.
The Jordan Tourism Board said the partnership aligns with its efforts to showcase the country’s heritage, landscapes and visitor experiences to global audiences.
Ramzi Maaytah, Managing Director of Jordan Tourism Board, said: “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. 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.”
Tarek Miknas, CEO of FP7 McCANN MENAT, said: “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. 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.”
Tarek Ali Ahmad, Managing Director of FP7 McCANN UAE, said: “What makes this brief especially exciting is the opportunity to create work that does justice to the richness of Jordan itself. 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.”
Lara Arbid, CEO of Initiative MENAT, said: “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. 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.”
