Friday, January 27, 2023 at 07:51 PM
Casablanca – The Moroccan National Tourist Office (ONMT) has won an award in France for its “Morocco, Land of Light” campaign. “The ‘Morocco-Terre de Lumière’ campaign launched by the Moroccan National Tourist Office continues to inspire people around the world. The specialized French media group TourMaG has indeed just elected it as “the Best international promotion campaign” for the year 2022”, indicates the Office in a press release. The Prize was awarded in Paris on Thursday to Adel El Fakir, General Manager of the ONMT, by Jean Da Luz, General Manager of the Tourmag media, the same source said.
This new consecration puts, once once more, the spotlight on Morocco via one of the most important specialized media in France. Tourmag is, in fact, the leader in professional media support in the tourism sector. It is regularly ranked in the top 5 professional media in France, all sectors combined.
“Terre de Lumière is a campaign that makes the world dream because it sublimates Morocco by showing the cultural diversity of a new Morocco. This campaign has made it possible to highlight the DNA of the destination Morocco, namely the energy and creativity of the Moroccan population, in a contemporary style and written in the codes of the new generations of travelers”, declared Mr. El Fakir, quoted in the press release.
And to add: “This campaign has enabled the Morocco destination to reposition itself in France and in all of our strategic markets and to stimulate demand by creating the desire to come to Morocco. This allowed us to recover the majority of the performances of 2019”.
The promotional campaign was deployed, in April 2022, by the ONMT simultaneously in 20 strategic markets including France, the press release recalls, noting that “this was achieved thanks to an offensive deployment, in two stages, of a strategy of communication exploiting several channels including TV, connected TV, the Press, Digital, Cinema, Billboard… “. In all, more than 2,723 TV passages were broadcast and nearly 6,000 faces were set up in the main French cities. Digital played a prominent role in this campaign, using innovative methods, which to date has resulted in nearly 240 million impressions delivered, 40 million videos viewed and 1.22 million clicks.
And to remember that this is the second international distinction awarded for this campaign following the one received last June by the Spanish daily “La Razon”.