National carrier Royal Jordanian's (RJ) witty and lively marketing advertisements on social media has gained worlwide attention, for which it was awarded one Grand Prix, two Gold and two Silver prizes at the Dubai Lynx awards 2017.

The lively marketing advertisements on social media is a trend the airline first adopted in October 2016, before the US elections, when it started using smart messages, with the aim of being in tune with the daily lives and concerns of the public.

The tone of the RJ messages is unique; it targets most recent events in a humorous way while also promoting a sense of patriotism among Jordanians through the adoption of the message “Be Jordanian, Be Smart, Fly Royal Jordanian”.

The feedback, according to figures, has been very positive. RJ’s fan base on the main social media platforms increased by an average of 25 per cent since last October, while the reach has topped 450 million mark.

The airline also received tremendous exposure through global news articles.

Royal Jordanian president/CEO Stefan Pichler expressed pride in the sassy and cheerful spirit of the advertisements, as well as in the positive impact on the audience and the number of passengers flying RJ.

“The objective of Royal Jordanian is for our communication messages to be full of fun, realistic and relevant. We are firm believers in the importance of the service delivery experience — the soft product — and we aim to put a smile on every passenger’s face,” Pichler said.

He said: “At Royal Jordanian we believe that every seat has a story and our aim is to ensure that all our guests experience a more entertaining and travel friendly experience throughout their journey with RJ, and that their travels with us are a lot of fun, which will help lower any travel-related stress a guest may experience.” - TradeArabia News Service