Marruecos da luz verde a una nueva campaña para atraer turistas

The Moroccan National Tourist Office (ONMT) has just presented a new campaign at a ceremony held in Rabat in an attempt to revive tourism in the country. "Morocco, land of light" is the name of this new initiative, which aims to position the Alawite kingdom as one of the most popular tourist destinations in the world. 

This new effort to boost the national economy was presented by Adel El Fakir, director general of the ONMT. During the event, El Fakir presented the logo of the campaign, as well as the various pillars on which it is based to revive tourism, which has been wounded by the coronavirus pandemic.

"Morocco, land of light" is a new brand with three basic pillars. The first is to explain Morocco's visual identity to an international audience. Secondly, the initiative will be conveyed through a large promotional film highlighting the Kingdom's best sites, as well as the attractiveness of Morocco to tourists when choosing their holiday destination. Finally, a large poster campaign will be organised in various locations around the world, so that people will take notice and choose the North African nation as their main destination.

According to the tourism organisation, the campaign will be deployed in countries with high tourism potential for Morocco. This is the case of France, Germany, the United Kingdom, Spain and the United States, since the inhabitants of these places are the ones who most choose the Kingdom as their holiday destination.

"Distinctive mark and sign of status, the seal gives a premium aspect to the identity and its oval shape brings a dimension of wealth, fertility and abundance that evokes hospitality," El Fakir explained about the campaign's logo. The ONMT director went on to say that the poster is very luminous and hence the name of the initiative, as light is a symbol of the attention that is sought for travellers to discover Morocco. He also indicated that another of the characteristics of the Alawite kingdom that he wants to highlight is the people who live there and their experience, the knowledge of the Moroccan people, the movement, the inspiration and the creation. 

This is also intended to achieve other objectives in addition to reviving tourism. Another of the Moroccan government's plans is to reinforce its reputation and its attractiveness to the international public. In the same way, it also wants to stimulate the country's fashion, which, according to the ONMT, will lead to new generations of travellers and younger people choosing Morocco as their destination. 

"This unique brand, which aims to position Morocco as a top ten travel destination, will be valid worldwide and will be declined according to the different action plans," added El Fakir.

The ONMT has explained that this ambitious campaign will be framed under a communication plan based on three main objectives that will be developed both digitally and traditionally. To this end, three brands will be deployed with different objectives, although the common idea of all of them is to promote tourism activity.

The first is to establish the "ONMT" brand as a corporate objective. With this, the entity aims to collect data and figures to achieve the goals set within its vision. Secondly, the "Ntla9aw Fbdladna" initiative will be launched, which will mainly target domestic tourism and promote the use of the train in the territory as the best way to get around. Finally, there is the "Visit Morocco" campaign, which will aim to promote the initiative on an international level.

On the other hand, the tourism offer will be presented, which will be marked by three main axes. The first is to present the Kingdom's beaches, followed by tourism dedicated to sport and leisure and visits to historical sites. This has been called "medina and discovery". The last of these will seek to offer nature and adventure as one of the key points for coming to Morocco on holiday. 

Furthermore, "Morocco, land of light" is not intended to be limited to attracting the typical visitor to the country. The campaign is focused on targeting millennial tourists and, as such, the initiative will have a strong audio-visual focus.