For Adel El Fakir, Director General of the ONMT: “The launch of this new international brand is undoubtedly an important moment in the history of the Moroccan National Tourist Office. Today, I and all the ONMT teams are proud to be witnesses to this paradigm shift. A change whose ambition is to sublimate our country, Morocco and to capture all its contrasts.
Declined through three components that are the new identity of the Morocco brand, a large image film and many variations in display, this campaign, in total rupture with traditional codes, constitutes a turning point in the communication of the destination. It breathes new life into it, notably by addressing a younger, more dynamic, more connected target group, and in constant demand for the unexpected and discovery.
It will be launched simultaneously, from Friday April 22, 2022, in 19 markets including 5 strategic markets (France, Spain, Germany, United Kingdom, USA), the Middle and Near East, Israel and Africa.
The objective is to achieve a high level of notoriety, visibility, coverage and frequency.
The campaign targets international tourists ranging in age from 25 to 59 with an interest in art, cultural experiences, nature and rural heritage, beaches and leisure activities.
For this, the campaign has set out to sublimate the wealth of the country and to affirm its splendor by emphasizing its characteristic light, which challenges travelers as soon as they arrive. This light becomes the central theme of communication as a source of life and movement and a source of inspiration for artists. It highlights the great natural diversity of the country, as well as its lively and authentic culture.
"Terre de Lumière" is thus the language of a Morocco on the move carried by its history, by its women and men and by its youth and which is committed to making our country shine beyond our borders, to raise our flag in the firmament and to make us proud of who we are,” adds Adel El Fakir.
Much more than a country that can be visited, Morocco is lived through its arts, its living culture and its heritage, while harboring a real modern and avant-garde dimension.
Thus, Moroccan creativity is promoted through spectacular images featuring new generation artists: the late master of contemporary art Melehi, world famous for his work on colored waves, but also young creators such as the painter Samy Snoussi, the international collective of dancers of the choreographer Steph H, the stylist Artsi Ifrach and a troupe of Gnaoua dancers from Marrakech… All show a resolutely modern, dynamic Morocco that gives pride of place to its ancestral heritage.
The installation of the new international brand "Morocco, Terre de Lumière" is thus part of a global and structured approach, in tune with the challenges of the destination, and thus completes the rebranding system gradually operated by the Office in through three targeted brands: the corporate brand "Tourism in Action" dedicated to B2B, the brand "Ntla9awFbladna" for domestic tourism and, now "Morocco, Land of Light" for international.
“Terre de Lumière” is called upon to unite all Moroccan professionals and operators and, beyond that, all citizens. Inspiring and attractive, becomes the cornerstone to support the ongoing recovery and strongly reactivates Morocco's desire to seize development opportunities in a context of recovery.
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