Visit Jordan wanted to tap into a younger, experience-hungry audience of Gen-Z and Millennial travellers looking for a new and exciting destination.

Through SLC, they partnered with fashion giant SHEIN to reach this market through brand and media connections. The goal: to build destination awareness among younger travellers by pairing Jordan’s rich cultural heritage and landscapes with the influential voice of SHEIN’s digital-first community.

To deliver views and engagement with this core audience, SLC developed a 360° campaign that positioned Jordan as an aspirational travel destination through a highly visual, multi-platform media takeover. At the heart of the campaign was a custom-built Mail Metro hub, full of vibrant editorial content and a suite of video assets spotlighting Petra, the Dead Sea, Wadi Rum, Amman, and Aqaba.

A cast of 12 SHEIN influencers visited Jordan, organically generating 53 posts to a combined following of over 600,000. Their content, including Instagram reels with up to 35,900 views, brought Jordan’s beauty to life in an engaging, yet authentic way.

This was bolstered by a month-long media campaign across Mail Metro, including digital takeovers, native articles, high-impact display, and pre-roll video—plus a 27-spot TV campaign featuring during the Love Island Final. SHEIN also extended the campaign across its digital channels, newsletters, and website (1M+ daily users), while Trending Travel supported with bookable Jordan deals and a dedicated landing page.

The SHEIN x Jordan campaign delivered impressive reach and engagement across multiple channels. The Travel Takeover alone generated over 2.5 million impressions, while social activity drove an additional 1.1 million impressions.

Audiences spent an average of over three minutes on the dedicated Mail Metro hub, demonstrating strong engagement with the content. Video performance exceeded expectations, with an 82% view-through rate on tablet and desktop pre-roll formats. On the influencer front, 53 posts from the SHEIN crew reached a combined organic audience of 600,000 followers.

The campaign also drove measurable interest in travel, with 532 sessions on Trending Travel’s Jordan booking page. Its success was further recognised with a shortlist placement at the 2023 Travel Marketing Awards in the Affinity Marketing & Sponsorship category.