Royal Jordanian promoted its non-stop services to the United States and brought its brand to life by taking advantage of its position of influence as a major Middle Eastern airline and satirizing Donald Trump’s proposed Muslim ban during US election season.
In one of his speeches, Trump proposed a ban on Muslims from entering the US if he became president. With Jordan’s population 97% Muslim, Royal Jordanian could not ignore this instance of hate speech. The airline seized the opportunity to launch a satirical online ad on its three largest social media platforms, capitalizing on Trump’s proposed ban on Muslims and the trending topic of the US elections while offering discount rates on its flights to destinations in the US. The ad would present the airline as both a responsive and relevant brand.
