What a nice surprise in this morning’s Jordan Times. A front page article about the new activities of the Royal Aero Sports Club had a picture of a new hot air balloon, branded by the Aqaba logo, complete with the icon strip and, as can be noticed at the edge of the balloon, the tagline: “The Oasis and Beyond”.
My company, SYNTAX, developed the Aqaba Tourism Brand over three years ago for ASEZA’s Tourism Department. It’s great to see that brand getting more usage.
The greatest branding moments happen when the logo, the symbol of the brand, appears on an object or experience that fulfills the brand promise. A huge Aqaba logo on a balloon over Wadi Rum is such moment. “The Oasis and Beyond” tagline was developed to convey that the Aqaba Tourism Experience, encompasses Aqaba, which is the oasis on the Red Sea and, beyond that, the desert experience of Wadi Rum and the majestic experience of Petra.
As the tourism experience of Aqaba develops and matures with more offering and more infrastructure, I hope that the brand can start playing its intended role of promoting and differentiating Aqaba in the region and the world.