Riachuelo in Jordan


AGENCY

Interamerican Network

São Paulo, Brazil

CLIENT

Jordan Tourism Board

Jordan

SITUATION

Interamerican Network was contracted by Jordan Tourism Board to launch their communications program in Brazil. The challenge was to build, support and better position the image of the destination. In line with this we were able to approach Jordan to one of the major fast fashion retail stores in Brazil “Riachuelo” to have the launching of an entire campaign in Jordan and even more…to have the collection named “Jordan”. The destination investment in the entire campaign was to host the pre production trip, to host the shooting crew and to provide destination content to the social media activities.

Action

Launching of Riachuelo Spring/Summer collection.

Jordan was the background of the all campaign with a huge branding splash and social media buzz. It was a 360o action that included not only TV commercial but also hot-site creation, printed catalogues, digital campaign and themed store windows. All that generated great and spontaneous media coverage and social media buzz.

Results

“Jordan Collection”

  • TV advertising with Jordan shooting in open and cable channels on prime time
  • 172 Riachuelo Stores with Jordan image
  • Riachuelo Hotsite with new collection and 123,385 pageviews
  • Jordan Hotsite with destination tips and 1,870 pageviews
  • Jordan Posts at Blog Estação with more than 18,300 pageviews
  • Collection Catalogue with 600.000 copies and 64 pages with Jordan images from Dead Sea, Petra, Jerash, Wadi Rum were distributed all over Brazil
  • YouTube: campaign ad with 395,094 views and campaign making of with 11,118 views

This action increased Jordan’s branding with the final consumer resulting on an increase of 82% of Brazilians travelling to the destination.

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