Royal Jordanian Airlines has just launched a marketing initiative that’s not about free upgrades or price reductions. Its “Get to Know Your World” competition is simply about consumer engagement.
The mechanism is simple enough: Every Tuesday for eight weeks, Royal Jordanian is publishing ads featuring a photo of a well-known landmark. Contestants must enter the name of the corresponding city on the airline’s Web site. The prize: free tickets with Royal Jordanian to these very places.
The results: Royal Jordanian drives traffic to its site, gets consumers to interact with its brand, generates word-of-mouth and stimulates demand. In this recession-sensitive industry and in this part of the world, where brand-driven contests are not the norm, this effort is spot-on. Today’s prospective passengers are not being drawn in by bargains and promotions. Royal Jordanian is opting for a differentiating and less gimmicky approach, one that has greater potential to further brand loyalty. After all, when offers are comparable, the power of the brand can make all the difference.
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