One destination, many Moroccos
Media Strategy & Targeting
After the pandemic, a destination to make desirable again, for a generation that had stopped looking at it.
Morocco wanted to win back travellers, younger ones first, without losing what makes it Morocco. BETC won the international competition with Terre de Lumière: the country told through its arts, its living culture and its craft.
One destination, many Moroccos.
Diagnosis
The targeting and positioning work that informed the creative briefs: understanding what speaks to each population, and addressing to each its own Morocco, from surfing in Taghazout to every other proposition the country makes.
Nineteen markets, one light.
Campaigns
Within the team in charge of the media strategy and its rollout: Georgia Hudson’s film, eight posters around the Moroccan door, television, cinema, outdoor and digital, launched on 22 April 2022 across 19 markets.
markets at launch
of the French population exposed
impressions in France
Launched on 22 April 2022 across 19 markets, and recognised by the travel trade as the best promotion campaign of the year by a foreign tourist office.
Sources La Réclame · TourMaG
TourMaG prize for the best promotion campaign of 2022 by a foreign tourist office
40 million video views in France
1.35 million cinema-goers in France