Ajloun Governorate Brand Development

Imagine team relied on conducting thorough field and desk research to better understand the current situation of Ajloun Governorate and envision it as a distinguished tourism and agricultural destination. This phase included holding focus group workshops with local residents in Ajloun and other areas in Jordan. Interviews, online survey results, relevant data and studies, as well as comparative analyses of competitive destinations in Jordan and the region were also relied upon to prepare a branding strategy for Ajloun.

Our team worked on developing a comprehensive brand for Ajloun as a tourism and agricultural destination based on defining its brand pillars, personality, values, essence, and promise, and defining local, regional, and international target audiences. Work was also been done to design several options for Ajloun logo, slogan, and supporting messages that suit each category of the target audience.

In light of the strategy designed for Ajloun brand, marketing and communication plans were developed, including proposed activities to achieve the marketing objectives and identifying the parties to be involved in these activities.

In cooperation with the private sector and in coordination with the relevant official authorities, Ministry of Tourism and Antiquities aims to encourage and develop tourism and tourism resources and invest in them to increase their contribution to supporting the national economy and spreading awareness among Jordanian people. Together with that, the ministry works on organizing, managing, and supervising the implementation of infrastructure and basic construction therein, licensing and classifying tourism professions in accordance with the provisions of this law to raise the level of services provided in tourist facilities and places, regulating, and supervising them. Among the other responsibilities of MoTA is the facilitation of transactions related to tourists in cooperation with competent authorities and tourism organizations inside and outside the Kingdom and providing them with amenities and care. Added to this, the ministry works on developing, implementing, and supervising comprehensive programs for tourism advertising, tourism and marketing and promotion in the Kingdom with the help of concerned parties.