Profiling Jordan By Positioning It’s Cuisine

It is a traveler’s paradise of warm and welcoming people, nature, history, and for foodies an eclectic spread of delectable cuisines at the confluence of traditional Islamic and Mediterranean. In India, with growing affluence fueling a strong surge in outbound travel – the challenge was to take a rightful share of this pie – by developing a strong imagery for Jordan, locally, and with high profile opinion leader segments. This would in turn dial-up aspiration for the destination.

Our Objective was to showcase the richness and mystique of Jordan and position it as a fascinating destination through a high profile Food & Photo Exhibition touching a large number of select audience of ‘movers & shakers’, media and key travel partners.

Think Strawberries built a no-cost alliance with Zerzura Delhi’s top, very premium Middle-Eastern restaurant. Together, a showcase menu was developed for a month long ‘Food Festival’.

There was no cost agreement for the F & B or use of premises of Zerzura. A grand launch event was planned with HE Ambassador of Jordan, former Indian Ambassador to Jordan. Other diplomats, influential persons, socialites were also brought together. Award winning photos presenting a panorama of Jordan were exhibited around the festival. A spa with Dead Sea mud & salt packets as treatments and giveaways, was also set-up to enhance the experience. A belly dancer live performances was included to add to the feel, culture and ambience.

The prominence of this exclusive ‘social event’ kicked off the momentum for month long success. Media coverage was also heavily driven across all genres. An a plus point to add to the glam and excitement of this event, Petra was brought to Delhi – a dramatic wooden façade created in-house by Think Strawberries for the entrance to the Festival. All Themed invitations, EDM’s, Props, Media Wall and Digital Banners were designed aligning a synergy.