Visit... For God's Sake
The term – which was communicated in both Arabic and English – has double meaning that catches the audience off-guard.
It appears as a desperate plea by Jordan to their Lebanese neighbor, simultaneously encouraging tourists to connect with their faith by visiting religious sites.
THE BACKLASH
The campaign was shared on Jordanians' social media accounts with most people expressing their anger and disgust with a tourism campaign that begs people to visit. Most people did not – or at least did not try to – understand who the target was.
All that, while a majority of the target market, the Lebanese Christian community, absolutely loved the campaign.
Proven by a 30% increase in tourism from Lebanon to Jordan.
And a 70% increase of awareness of the Baptism site.