Jordan Telecom is launching the Orange brand in the Middle East next year supported with a multi-million dollar marketing push. JT Group currently uses Team Y&R – Amman for its advertising and will grant the public relations to Spot On – Dubai. This re-branding exercise is part of France Telecom’s strategy to make Orange synonymous with mobile, fixed-line, broadband and business services, and to make it as well known as Coca-Cola said the new CEO of JT Group Mickael Ghossein.

In June this year France Telecom acquired a controlling stake in Jordan Telecom and became a majority shareholder. Orange has operations in 17 countries across Europe as well as in Africa, and the group has a joint controlling interest in Egypt’s MobiNil.

In Europe Orange has successfully established itself as one of the leading brands in the telecommunications industry. Its move in to the Middle East comes at a time of heightened competition among telecom operators and moves by some countries in the region to liberalize their telecom markets.

Ghossein said: “Yes it is something that is going to happen. We hope to roll out the new brand in 2007 but before then there will be a very big marketing campaign. I don’t have the details or figures but of course it will be huge, in the millions of dollars.”

“Our strategy is we want Orange to be as well known as Coca-Cola. If you look at what was done in Europe when Orange was rolled out, you will get an idea of the scale. I think it will be one of the biggest marketing campaigns seen in the region. We are not just asking people to buy a new product - we want them to associate the word orange with mobile phones and other services.”

He also added: “As you know, France Telecom is extending the Orange brand across the world. It has been done very successfully in Europe, including Spain recently and even in Africa. The company’s view is that Orange should now become a Middle East brand. This strategy has come from France Telecom and I will be implementing it.”

“The Jordan Telecom Group, based on its capabilities and the expertise and know-how of its partner France Telecom, is ready to rise to new challenges and create new opportunities for our people and our customers,” added Ghossein.