Royal Jordanian's 'You're there' marketing campaign launched

Vice President/Marketing, Sales and Services Hussein Dabbas said that launching the campaign under this slogan complements the occasion the company is celebrating, both reflecting the airline's long history of progress and prosperity in all fields: fleet, route network, air and ground services, and IT systems which facilitate travel procedures and offer passengers multiple, easy, simple and fast travel options.

He added that the campaign follows RJ joining the oneworld airline alliance which enlarged its route network to cover 56 direct destinations and more than 700 cities on four continents, served by the member airlines of oneworld alliance.

The airline officially joined oneworld on April 1, 2007, after it completed all technical and technological requirements to become part of the grouping.

Dabbas noted that this campaign comes after the one titled "Change is in the Air", which has been going on for the past two years. RJ underwent many changes and that has had a great positive impact on all services the company provides, especially entertainment. He said that these changes affected customers' loyalty, RJ becoming the first choice for many who travel from Jordan and the Middle East to countries and cities around the world. This is shown by the large increase in the number of passengers traveling on board RJ aircraft in 2007 and this year.

"The objective behind the "You're there" campaign is to reposition RJ as a world class airline capable of meeting the expectations of the local, regional and global traveler," said Dabbas.

"A progressive attitude, with more daring communication, needed to be enforced. So we based our campaign on the consumer perception that whenever people travel, whether for business or pleasure, there is always a sense of excitement and glamour. This feeling comes from the idea of meeting new people, seeing places and being part of future events," he added.

Dabbas said that the campaign is created around the idea that travel is a journey of the heart, mind, body and soul. "We show this by highlighting the changes that have taken place, such as modernizing the fleet by introducing new aircraft equipped with the best entertainment amenities and services, which reached a high level of development, tailored to become almost personal," said Dabbas. This approach promises the customers the concrete benefit of getting them where they want, emotionally and physically, since the moment they think of traveling until they reach their destination, he added.

The campaign was first launched through local media and newspapers; it will now move gradually to the various media to reach countries covered by the Royal Jordanian Airline on four continents.