Producing out-of-the-box solutions to positively brand and build awareness of Jordan will continue to be the focus for the later part of the year. One of the original hallmark strategies of the organization will also stay in place and that is, all solutions would be built in Jordan by Jordanians using Jordan’s talent and natural resources.
MONACO Business Development is led by Mona Naffa an American born Jordanian. Mona brings her passion, focus, and experience to the group and embraces the best of Western practices. She then blends them into the Eastern culture creating campaigns highlighting the good and positive life in Jordan. Her early career in the US was based in hospitality, telecommunications and the pharmaceutical/health industry. Later when she moved to Jordan in 2006, Mona set her sights on Tourism and Hospitality and introduced Expedia and Trip Advisor to Jordan 2007, Mona built a successful partnership with Expedia as their Destination Manager where her tourism offerings are still highlighted as the preferred Expedia answer.
MONACO Business Development is fast becoming known as the welcoming voice of Jordan. “What you have”, says Naffa, “is a situation where many people view the culture in relation to where the country is located rather than the reality that Jordan is peaceful, welcoming and highly accomplished. Our intention is to change that point of view and create a brand that is based on the truth that Jordan is thriving in terms of a positive and social environment.”
The first successful event, The Dead Sea Mud Festival" in early May of 2014 featured the Dead Sea Jordan as a Destination and the therapeutic Dead Sea muds and salts as one of Jordan’s most important resource made in Jordan.
The second event in October 2014 raised the bar where the Monaco Team presented Jordan with a Guinness World Record, as they produced "The Largest Human Floating Image -- a Peace Sign" and was then featured in the Guinness World Book of Records Annual Book in 2016.
In 2015 again Monaco Business Development presented Jordan with another Guinness World Record by producing the Longest Slip & Slide in the World. “This is what we mean by 'out-of-the-box and unique campaigns” said Naffa, “these are the messages that feature Jordan as a Family Fun Destination for all to enjoy.”
The events and projects created by the Monaco Team have a universal thread and that is the team’s commitment to protect the environment and educate communities by bringing to light awareness of day to day issues. Recycling services are offered at each venue of every event. Educational materials are also developed and distributed to orphanages on behalf of Monaco and more in the future is planned.
Dovetailing two industry sectors like the environment and tourism is first and foremost in the minds of the Monaco team. Positive perceptions are at the heart of decision making for travelers. A clean and healthy Jordan is a positive step to attracting additional visitors.
The Monaco Team’s next ambitious goal is to invite Celebrities to Jordan and provide those celebrities with an opportunity to explore Jordan. “We know”, said Ms. Naffa, “that these guests will bring a bit of Hollywood glamour and Paparazzi to our deserving nation. We are also confident when our celebrity guests visit Jordan their expectations will far exceed any prior travel experience. Ms Nafa reminds us “if Academy Award Winner Leonardo Di Caprio takes his holiday in Jordan then it must be ‘cool and welcoming destination”.
Yahoo Music, senior editor Kevin Polowy wrote in a September 29, 2015 feature:
Matt Damon — who plays an astronaut stranded on Mars for more than a year — was blown away by the natural landscapes: “I was in awe of that place, it was really, really special,” he said. “One of the most spectacular and beautiful places I have ever seen, and like nothing I’ve ever seen anywhere else on Earth.”
At the heart of each project is Barbara Kamal. Barbara left behind her career as a Real Estate Broker with Coldwell Banker of Southern California when she switched gears in 2007 and relocated to Amman, Jordan. Today Barbara is a partner at MONACO. Barbara shares her knowledge of marketing, merchandising and finance and is a driving force in attracting new projects.
Eva Al-Sunna, a project manager, concentrates on Social Media at MONACO where she uses the online tools to attract attention to all the projects at MONACO.
Sandy Dhuyvetter, well known journalist and artist in the US also serves with MONACO team in the capacity as writer, media producer and US distribution manager.