After having ensured an effective commercial restart via a European tour with the main players in tourism, having made it possible to relaunch confidence and secure air capacities and offers from tour operators, the ONMT is simultaneously mobilizing on another main axis of its mission. : promoting the image of Morocco as a destination.
By deploying a targeted communication strategy, in particular through digital channels, the Office is giving itself the means to rekindle enthusiasm around the Morocco offer and to strengthen its attractiveness, as an accessible, safe and exotic destination, offering an unparalleled diversity of experiences.
Internationally, the campaign is being deployed in three phases, in order to capture the attention of potential travelers and initiate a dynamic recovery from the current Winter season and for the upcoming Spring holidays.
Thus, during the week preceding the resumption of flights to Morocco, the first stage of the communication plan made it possible to inform of the upcoming opening of the destination and to highlight the access conditions in force.
In a second step, and from February 7, an event video capsule, under the catchphrase “We are Open” benefits from strong amplification through the most frequented social networks (Facebook, Instagram and Tiktok) during a period of three weeks, heading for five strategic markets: France, Spain, United Kingdom, Germany and the United States.
Finally, a third phase will allow, from the end of February, to maximize the scope of the operation through the publication of inspiring video content entitled “Visit Morocco Originals”. These will showcase the themes feeding the image of great diversity of Morocco’s offer and responding to the multiple aspirations of travelers: culture, nature, sea, mountains and desert, sport or escape…
An influence marketing system will complete the system, with the gradual mobilization of reference influencers in the different markets, according to different areas of speciality: lifestyle, gastronomy, travel, music, etc.
Alongside these efforts to win back international travellers, the domestic market is not to be outdone in the ONMT’s promotional strategy.
The Office continues to expand the approach initiated in 2020 under the brand “Ntla9awfbladna” and goes further today to continue to convince Moroccans here and elsewhere to discover or re-discover the riches of their countries. .
Recently rolled out, the “Aji…” campaign revolves around four themes corresponding to the different aspirations that can motivate the consumption of a tourist product expressed in an incentive way in a popular style through a series of invitations formulated in Darija: “Aji t ‘ktachef’ invites to the cultural discovery of the historical heritage (monuments or medinas) but also gastronomic, “Aji t’7erek” offers an escape through adventure and outdoor sports activities, “Aji t’mendar” offers to plunge into the natural dimension of breathtaking landscapes and beautiful views, finally “Aji t’rta7” is an incentive to relax and enjoy festive moments.
Capitalizing on the studies carried out by the Office, the specific content linked to each theme has been developed in order to meet the expectations of the three most promising segments identified: millennials and young couples, expert public on digital, volatile and mobile, always looking for good plans and novelties, families, in search of experiences and discoveries to live together and for all ages, and Seniors, an emerging category, with high potential, an always active public wishing to break with everyday life .
On this domestic segment, an influence device is also planned, throughout the week of February 14, in order to strengthen the notoriety of the “Ntla9awfbladna” brand through two innovative concepts. The “Morocco Trip” treasure hunt operation will put two teams of Moroccan influencers into competition in an experiential course, a “young team” and a “family team” setting out to discover the regions of Morocco. In addition, the photo contest on Instagram “#Nsafro_Wnchoufo_Challenge” will mobilize Moroccan talents and their communities.
By setting up this 360-degree communication system, both internationally and towards the domestic market, the ONMT relies on a detailed knowledge of current trends in travel and consumption. It makes the most of new and digital technologies, and capitalizes on the significant study work and the efforts to prepare for the tourist revival that began several months ago. The Office is thus aligning itself with the highest international standards to ensure a restart of tourist activity under the best auspices.
