Project update from Jordan: Enhancing Fam Trips with Digital Marketing Assets

Project CBI Jordan
Format Hybrid

As part of a sustainability-focused fam trip to Madaba, a component of a broader tourism development program in Jordan coordinated by the Centre for the Promotion of Imports from developing countries (CBI), we set out to enhance the value of the activity by empowering local tour operators with digital marketing assets for promotion. Our challenge was to not only create content that could be used immediately but also to think about a reusable methodology to offer during future fam trips, while building links between program activities and local digital service providers.

This meant thinking beyond traditional content creation by experimenting with methods that would allow the digital marketing resources we developed to enhance the outcomes of other program activities.

A pilot in Aqaba

To get a better understanding of how content creators could technically fit into the fam trip format and environment, we joined a fam trip in Aqaba, coordinated by Aqaba Special Economic Zone Authority (ASEZA). We invited 3 Aqaba-based creators with a track record in photography, social media content generation and copywriting. The creators were provided with a broad scope of work, and had the freedom to experiment and collaborate across their disciplines.

Following a retrospective with the creators, we developed a framework to assist our project team in deciding when involving content creators would add value to a fam trip, and if so, that the brief and deliverables should be based on numerous criteria.

Putting the framework to work in Madaba

Using the framework from the pilot, we invited one content creator to Madaba, with a narrow creative brief aligned with the sustainability objectives of the fam trip itinerary, developed in collaboration with fellow project Consultant and Tourism Sustainability Expert, Lina Al-Khaled. The content generated was curated and made available to tour operators via centralised media hub built in Notion, giving them immediate access to essential promotional resources.

These resources included:

• Curated image files, accessible for download via a digital asset management system

• Customisable social media templates to promote participation in the Fam trip as a whole, as well as individual stops and products to use as a content series

• A press release template to promote participation in the Fam Trip

• A promotional copywriting on Madaba as a sustainable tourism destination in Jordan

The digital workflows we introduced allowed operators to seamlessly integrate these assets into their B2B promotions, while also supporting them in future product development featuring Madaba.

A short, muted video tour of the media hub

This initiative resulted in a set of high-quality, practical tools that tour operators could use right away, as well as a flexible model for future program activities. The creation the media hub demonstrated how digital tools can simplify access to resources and foster collaboration. These outcomes not only addressed the immediate needs of the tour operators but also laid the groundwork for future activities within the broader program.

Having Aboud on the fam trip was a key step in bridging the gap between local content creators and the tourism sector. His ability to capture the essence of each experience not only enriched our journey but also provided high-quality visuals that will help us effectively communicate Madaba’s unique offerings to a broader audience. Engaging content creators highlighted the value of supporting and networking with local talent to enhance the storytelling of Jordan’s travel experiences.

- Dom Wyszogrodzki, Bonfire Associate Expert - Middle East