During the campaign more than 40 taxis on the streets of London will have the country’s branding as well as 100 buses, digital panels and LCD screen in underground stations.

Further branding will be on display at “rail landmarks” as well as in backlights in both London and regional stations. Digital marketing will also appear in a number of media, ranging from TripAdvisor to The Telegraph.

The destination is also seeking to capitalise on the new Ridley Scott film The Martian which stars Matt Damon and was filmed in Wadi Rum.

The campaign has been created by the Accord Group and Brighter PR and aims to show the country as one of “genuine hospitality, history, culture and discovery”.

Adel Amin, director of marketing at the Jordan Tourism Board, said: “We look forward to seeing you capitalise on this tremendous promotion period to work together to ensure visitor numbers to our wonderful Kingdom of Jordan increase.

“The campaign is designed to show Brits what the country has to offer, and inspire them to visit, as well as extend support to you, our trade partners.

“The campaign will highlight areas such as Petra, The Dead Sea, Wadi Rum and Aqaba. Our objective was to create desire and intrigue through a combination of thought provoking headlines and stunning visuals.

“With so many beautiful locations, we decided to create separate creative treatments enabling us to really do justice to each stunning location within Jordan.

“Emotive body copy and a call to action helped finish the creative, and will hopefully stir a real sense of yearning within consumers.”