Medaina
Medaina
Services Provided
- International PR Strategy & Campaign Management
- Global Press Trip Coordination
- Culture, Lifestyle, and Travel Media Outreach
- Music and Festival Press Relations
- Social Content Partnerships & Influencer Engagement
- Destination Marketing with Jordan Tourism Board
01.
The Brief
Working alongside Tithorea (festival organisers) and the Jordan Tourism Board, Jukebox was tasked with launching Medaina Festival – a groundbreaking electronic music event hosted across Jordan’s UNESCO World Heritage Sites including Petra, Wadi Rum, and Aqaba. The campaign aimed to position Medaina as the Middle East’s most culturally significant music festival, blending ancient history with contemporary electronic culture. Beyond festival promotion, the objective was to reframe Jordan as a destination for younger, experience-driven travellers through powerful international storytelling. The campaign needed to reach beyond electronic music press into global lifestyle, travel, and cultural media, capturing the imagination of a worldwide audience and solidifying Medaina’s place on the global festival map.
02.
The Solution
Jukebox delivered a full 360° PR and marketing campaign spanning music, culture, lifestyle, and travel media. We orchestrated a multi-title global press trip, bringing leading journalists from The Telegraph, The Independent, Wallpaper, Harper’s Bazaar Arabia, Conde Nast Traveller, Rolling Stone India, Schon Magazine, and Mixmag to Jordan for on-ground coverage. Ahead of the event, targeted announcements and lineup releases were placed with Mixmag UK, Nylon Singapore, GQ Middle East, and Scene Noise to build anticipation internationally. During and post-event, we coordinated in-depth reviews and destination features, securing coverage in The Independent, Conde Nast Traveller India & ME, Wallpaper, Harper’s Bazaar, and Rolling Stone India. This campaign successfully blended cultural storytelling with travel PR, establishing Medaina not only as a festival, but as a new global symbol of Jordan’s creative identity.
03.
Results:
