Case Study: Riviera Heights at Queen Alia International Airport

Brand presentation 
Aji is a leading luxury property developer based in Dubai, now expanding its footprint in Jordan with Marsa Zayed Riviera Heights, a new high‑end waterfront development in Aqaba. Marsa Zayed Riviera Heights is a collection of premium residential buildings overlooking the Red Sea, designed for affluent international and local investors seeking long‑term, profitable investments in one of the region’s most renowned holiday destinations. This is the first real‑estate campaign at QAIA, making Aji a pioneer brand and confirming Jordan’s growing attractiveness for international property investment.

Campaign objectives 
The campaign aims to:

• Reach high‑value audiences. Target Jordanian elites, expatriates, regional business travellers and international tourists at key moments of their journey.
• Build brand awareness and desirability for Marsa Zayed Riviera Heights as a premium real estate opportunity, highlighting the project’s waterfront lifestyle and investment potential.

Target 
Aji’s Marsa Zayed Riviera Heights campaign targets:

• Domestic travellers, affluent investors and decision‑makers from the GCC flying between Amman and Aqaba for leisure and investment opportunities.
• Inbound international passengers arriving in Amman on their way to Jordan’s key tourism and business destinations. By developing a journey‑wide media strategy, the brand ensures repeated exposure to these high‑value profiles at strategic moments of attention.

Airport environment 
Queen Alia International Airport is Jordan’s main gateway, welcoming millions of passengers every year and connecting Amman to major regional and international cities. Through the Extime JCDecaux Jordan’s partnership, QAIA offers a modern, premium media ecosystem combining indoor, outdoor, static and digital platforms designed to maximise visibility and influence among travellers. The airport’s unique mix of Levantine and overseas passengers, combined with extended dwell times at control points and baggage claim, makes QAIA an ideal environment for luxury brands and high‑value sectors such as real estate, hospitality, finance and premium consumer goods.

Media and format strategy 
To fully leverage QAIA’s passenger flows, Aji implemented a multi‑touchpoint strategy spanning Departures, Arrivals and Outdoor, building a coherent, premium narrative for Marsa Zayed Riviera Heights.

DEPARTURES

Bus gates to Aqaba:A pair of large stickers located at the Departures bus gates dedicated exclusively to flights to Aqaba. These formats reach travellers precisely at the moment when Aqaba is top of mind, creating a direct link between the destination and the Marsa Zayed Riviera Heights project.

ARRIVALS

Passport Gateway LEDs: A sequence of digital screens Located in a high‑dwell, mandatory passage zone, delivering animated content to all arriving passengers, enhancing recall and impact through motion and repetition. This stage reinforces Aji’s positioning as a premium developer while welcoming travellers to Jordan with a strong investment‑driven message.

The Discovery Grand Screen: A spectacular digital grand screen dominating the entire luggage claim area which benefits from extended dwell time as passengers wait for their luggage, ensuring multiple exposures to the Marsa Zayed Riviera Heights content. The screen’s scale and central positioning elevate the campaign to a landmark presence in the Arrivals hall, embedding the Marsa Zayed Riviera Heights brand in passengers’ memory at a moment of high attention.

OUTDOOR

Digital Premiere: For the final stage, Aji selected the Digital Premiere, QAIA’s most impactful outdoor assets. Positioned on the airport‑to‑city corridor, this flagship format targets arriving passengers and meeters & greeters as they drive away from the airport. The screen extends the campaign outside the captive terminal environment, reinforcing awareness and consideration as travellers move towards the city. 

By combining targeted Departures messaging, high‑impact Arrivals domination and strategic outdoor visibility, the campaign builds a continuous story from take‑off to arrival and onwards into the city.

Results & impact  
This campaign marks several strategic milestones for Extime JCDecaux Jordan at QAIA and for Aji:

• First real estate brand at QAIA: Aji is the first real estate advertiser to activate a full‑journey campaign at Queen Alia International Airport, opening the way for the sector and confirming the airport’s relevance for investment‑focused communication.
• Strengthening Jordan’s investment profile: By promoting Marsa Zayed Riviera Heights as a high‑end waterfront development in Aqaba, the campaign positions Jordan as a safe, attractive and profitable destination for international investors, supporting the country’s broader economic ambitions.
• Airport as a preferred environment for luxury and high‑value brands: The multi‑format, digital‑led strategy illustrates how QAIA’s media infrastructure can serve luxury, premium and B2C brands seeking powerful visibility and influence among affluent travellers.
• Effective B2C messaging at a high‑value touchpoint: The combination of indoor and outdoor digital assets demonstrates the airport’s capacity to deliver both brand image and performance, from awareness to consideration.

Why Extime JCDecaux Jordan?  
Through this first real estate campaign at QAIA, Extime JCDecaux Jordan demonstrates its ability to:

• Design journey‑based media strategies tailored to brand objectives and passenger profiles.
• Leverage premium digital assets to create consistent, high‑impact storytelling from Departures to Arrivals and Outdoor.
• Support new sectors entering the airport environment, from property and finance to tourism and lifestyle.