Royal Jordanian post goes viral with play on Coldplay concert CEO-HR scandal
The controversy – involving the married CEO of Astronomer Andy Byron inadvertently caught cosying up with his Head of HR Kristin Cabot on the jumbotron 'kiss camera' at the Coldplay concert in Foxborough, Massachusetts – resulted in software startup company Astronomer sharing a LinkedIn post that 'Andy Byron has tendered his resignation, and the Board of Directors has accepted.'
In collaboration with Jordan-based creative agency Adpro& Group, the Royal Jordanian Airlines turned this global controversy into a standout creative moment.
The idea was simple: Astronomer was suddenly looking for a new CEO. So, Royal Jordanian decided to help.
But instead of adding another meme to the pile, it offered something more useful — a super sale fare from Amman to the United States for anyone interested in applying for the job.
The post read:
'There's a CEO vacancy in the USA. Fly to Apply. Amman – New York starting at JD 499.'
And it closed with a cheeky final line:
'Our Wings… Your Cold Play.'
With zero production budget and zero media spend, the post took off. In less than 24 hours, it reached more than 700,000 people organically, generated 7,500 shares across platforms, and became the brand's highest-performing organic post in more than five years.
The audience reaction was instant and overwhelmingly positive. With 96 percent positive sentiment across Facebook, Instagram and Twitter, Royal Jordanian was praised for its speed, with and cultural relevance.
'Whoever runs the marketing team in RJ needs a raise.'
'You beat Ryanair this time with the creativity. Well played.'
'Whoever is behind this — genius. Deserves a medal.'
'Not gonna lie, RJ's marketing game is strong.'
'What an ad. Best marketing shot I've ever seen.'
View this post on Instagram
A post shared by Royal Jordanian (@royaljordanian)
Commenting on the creative approach to the trend, Karim Makhlouf, Chief Marketing Officer, Royal Jordanian Airlines, said, 'This moment shows how important agility is in today's digital landscape. When a brand can respond quickly, with the right tone and cultural awareness, it becomes part of the conversation rather than just observing it. We're proud of how the team turned a trending moment into a smart, relevant piece of content that resonated across the region.'
The post quickly gained traction beyond the general public. It was picked up and shared by prominent public figures, influencers, and media personalities, amplifying its reach even further and reinforcing its viral status.
Rizek Jildeh, Head of Strategy, Adpro& Group, said, 'The simplicity of the idea, the execution, and the impact it generated all prove that scale and reach don't always require a budget. With the right social listening and cultural awareness, a timely, well-placed idea can drive massive share of voice — even with minimal, or in this case, zero spend.'
Mohammad Al-Nazer, Senior Art Director, Adpro& Group, added, 'This was one of those opportunities that was just too obvious to ignore. It was right there, we had to jump on it. Creatively, it needed to feel raw and real. Nothing overly polished. The goal was to strike the perfect balance between a meme and a branded piece of content.'
Adpro& has been Royal Jordanian's creative agency of record since January 2024, leading on creative, brand and communication strategy. Media is managed through Adpro& OMD. The agency has supported Royal Jordanian's transformation journey, and aims to continue helping to shape the airline's voice for a new era.
CREDITS:
Client: Royal Jordanian Airlines
Creative agency: Adpro& Group
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Al Etihad
a few seconds ago
- Al Etihad
FAB relocates to new London address cementing 48-year legacy in the UK
1 Aug 2025 16:07 LONDON/ABU DHABI (ALETIHAD)First Abu Dhabi Bank (FAB), the UAE's largest lender and one of the world's most secure financial institutions, has officially opened its new London branch, reinforcing a 48-year presence in the United inauguration was led by Hana Al Rostamani, Group Chief Executive Officer of FAB, and attended by a high-level UAE and UK delegation, including Sheikh Mohamed bin Saif Al Nahyan, Vice Chairman of FAB; Dr. Sultan Ahmed Al Jaber, UAE Minister of Industry and Advanced Technology and FAB Board Member; Mansoor Abulhoul, UAE Ambassador to the UK; The Rt Hon Douglas Alexander MP, UK Minister for Trade Policy and Economic Security; as well as FAB Board members Sheikh Ahmed Mohammed Sultan S. Aldhaheri and Mohammed Thani Murshed Ghannam in 1977 through its predecessor, the National Bank of Abu Dhabi (NBAD), FAB became the first Gulf-based bank to operate in the UK. The new office, located at 20 Berkeley Square in Mayfair—a site long linked to heritage and diplomacy—underscores FAB's commitment to client trust and London's role as a global financial hub.'Over the past 48 years, the ties between the UK and UAE have deepened, with bilateral trade growing significantly to £24.3 billion today,' said Hana Al Rostamani. 'The opening of our new London office is more than a relocation; it marks a strategic hub for the future of finance, a place where global insight meets regional expertise. The UK will remain a key market for FAB as we strengthen our international presence and deepen client engagement.'The new branch features purpose-built spaces for private banking, corporate advisory, and bespoke services. Clients will gain access to wealth planning, portfolio management, and family office solutions, bolstered by FAB's strong MENA network and digital global reach now spans over 20 international markets, with international operations accounting for 17% of group income. In 2023, the bank listed $1.1 billion in bonds and sukuk on the London Stock Exchange. Coinciding with the office launch, FAB unveiled a cultural campaign highlighting the UK-UAE creative relationship through artist films and immersive storytelling that explore identity, legacy, and innovation. Source: Aletihad - Abu Dhabi
Cosmopolitan ME
27 minutes ago
- Cosmopolitan ME
Presenting: Our fave regional girl gamers to follow
ICYMI: Saudi Arabia is hosting the second edition of the Esports World Cup in Boulevard Riyadh City from July 7th to August 24th. The attention of the gaming world is fixed on the region this summer, and ours, naturally, is on the lineup of female gamers paving the way for representation in the MENA gaming industry. Spoiler alert: these gamer girls will make you want to pick up that controller. Maryam Maher (aka Mary Gaming) Via Instagram @maryvalorantt Who is she: 17-year-old Bahraini professional gamer and the first GCC-based female gamer to join an international Esports team. Mary Maher, AKA Mary Gaming, isn't just dominating on the Valorant battlefield, she's dominating the whole gaming scene. At only 16 years old she joined the renowned international E-Sports team, G2, and even went on to win the Valorant Champions 2022. She's the number one female Fortnite player in the region and the youngest MENA-based gamer to ever be signed by a professional gaming organisation, NASR ESports. Madiha Naz Who is she: Madiha 'Madi' Naz is a professional esports player. She was captain of the first-ever all-female Middle Eastern esports team and has represented MENA in international women's tournaments. Another gamer girl redefining the gaming landscape, Madi is leading the charge in female esports athlete achievements. In 2022, she was the first esports athlete to be nominated by the U.A.E. government for a golden visa. She was recently recognized in Forbes Middle East's 30 under 30 list for her role in the esports industry. Lululunaa Via Instagram @the_lululunaa Who is she: Laila, popularly known as Lululunaa, is a Twitch partner, content creator for Geekay Esports, and a Miss Esports Ambassador. Among her list of accolades, the Moroccan esports player also received the title of Best Female Streamer for 2020 and 2021. Najd Fahad Via Instagram @najjd002 Who is she: Najd Fahad is a notable name in the women's FIFA tournaments. She previously made headlines when she became the first Saudi woman to win an e-football title at the FISU eSports Challenge's female tournament in 2020. In another world first, she also bagged the title of the first Saudi woman to win a gold medal at the GCC Games. Zainab Turkie Via Instagram @zaazturkie Who is she: Zainab is a professional CS2 player for Imperial Esports, winning a number of titles in the US. Orignally from Lebanon and Sweden, this gamer has already got a World Championship under her belt. Prepare to see her name everywhere. Need Riyadh recs? Check out some of the spots we love.
The National
30 minutes ago
- The National
UAE influencers say new licence to redefine payments and rates
Influencer marketing in the UAE is set for a significant shake-up as new rules will soon require anyone posting promotional content − paid or unpaid − to hold an advertiser permit. The regulation, announced this week by the UAE Media Council, will take effect in three months and aims to bring the fast-growing digital advertising sector under stricter regulatory oversight. While social media influencers have been required to hold licences for paid collaborations since 2018, the new permit expands the rule to cover unpaid or gifted promotions as well. The move is expected to formalise the sector and could reshape how influencers are compensated and recognised by brands, according to experts. The UAE's influencer advertising market is projected to reach nearly $97 million by 2030, from $69.35 million in 2024, according to Statista. Despite this rapid growth, influencers often face payment delays, with major brand partnerships taking up to 120 days, Deloitte reports. The regulation could alter how brands approach influencer compensation, said Ahmad Daabas, regional director of the Mena region at Bold Management, a global talent agency representing influencers and creators. Once influencers are required to hold a licence, even for unpaid content, 'the expectation is that they are running a business', he told The National. This would likely push brands to 'pay more formally: via contracts, official invoicing, and proper accounting', helping reduce delays and adding structure to negotiations. 'Influencers will also be in a stronger position to request fair compensation now that they're officially recognised as 'advertisers' under the law,' Mr Daabas said. He added that agencies may need to take on more financial responsibility. 'Agencies may need to act as intermediaries, covering influencer payments upfront … something we have been providing and executing as Bold Management since we started in the region. This will increase risk and require stronger financial planning,' said Mr Daabas. Still, it could also open opportunities for agencies to evolve into 'end-to-end solutions providers … more like production houses or talent-led media agencies', he said. PR industry response Rani Ilmi, founder of Dubai-based Frame Publicity, said the permit could streamline relationships between agencies and influencers. 'Hopefully, this new permit means relationships will be more streamlined and formalised, no more chasing posts and deliverables after contracts are signed,' she told The National. The move will narrow the pool of available talent as brands and agencies will have to work only with licensed influencers, according to Ms Ilmi. 'Planning will be massively affected … our pool of talents to select from will be narrowed down considerably if everyone isn't licensed STAT,' she said, adding that the law could help fix long-standing issues with influencer payments. Part of the timely payments issue is the illegitimacy of how their contracts and payments are currently constructed, Ms Ilmi said. "With a more legally recognised framework for influencer revenue, their payment terms should be able to be formalised too." She also expects the new rules to favour full-time professionals over casual influencers. 'It will bring transparency into the influencer economy and focus on higher quality content, so full-time, truly 'influential' talents are able to shine for their professionalism,' Ms Ilmi said. More professional market Calling the regulation 'a major shift" toward formalising the industry, Mr Daabas said the move will 'increase the legitimacy of influencer-led campaigns, raise accountability, and strengthen trust with both brands and regulators'. However, it could also 'add friction in campaign execution if not implemented carefully', particularly for short-term or spontaneous content deals. Agencies must now verify influencers' permits before campaigns. 'This means integrating compliance cheques … operationally, this adds time … but … short-term, there will be adjustments and added overhead,' Mr Daabas said. Influencer reactions Ali Hennaoui, a UAE-based content creator, described the new permit as 'a step forward in regard to regulation in the creator space'. It would 'set forth a fundamental pillar in trust between not just creator and brand but also creator and audience' and 'set clear and transparent guidelines that will facilitate the work between creators and brands', he told The National. 'As content creation is a business, its logistics should be formal and follow a proper set of guidelines and procedures.' Widad Taleb, another Dubai-based influencer, said that having a licence gives her "a stronger footing" with brands. "It shows that influencers are recognised as legitimate advertisers, which makes it easier to justify rates and have transparent pricing conversations,' said Ms Taleb. She told The National that the rules will encourage influencers to invest more in business structures, but 'could feel overwhelming for smaller creators … it might make it harder for part-time or micro-influencers to enter the market'. On displaying licence numbers publicly, she said it 'signals to brands and agencies that I'm a licenced advertiser, which builds trust and gives me more confidence going into negotiations'. Mr Daabas added that a visible licence number serves as 'a verification stamp … assuring brands that the influencer is compliant and professional … and adds a layer of protection and accountability'. It could become 'a filter for brand briefs: only licenced influencers will be eligible to receive work', he noted. Regional ripple effect Saudi Arabia already requires influencers to obtain a licence to operate commercially, costing about $4,000 for three years, as part of efforts to professionalise the sector. Mr Daabas expects other Gulf markets to follow. 'The UAE often leads … we're monitoring Qatar and Kuwait, who … will follow with similar structures,' he said. He added that Bold Management is already preparing by creating standardised compliance procedures … and is in early discussions about regional compliance hubs and shared tools that can streamline this process for cross-border campaigns. Future of influencer marketing Experts say the regulation could transform digital advertising, enhancing transparency and attracting global brands to the Gulf. With a huge rise in market spend projections, agencies and creators alike expect a more structured, professional environment, one that could establish the UAE as a model for influencer regulation across the Middle East.
