Spring is undertaking the three-year contract to market Morocco as a tourist destination in Britain, the US and Canada.
We have recommended a robust creative strategy and campaign plan with ambitious targets – by 2020, they want to double the size of the tourism sector, create half a million new jobs and become one of the worldís top 20 tourism destinations.
Morocco has all the regional colour you’d know about, but it also has spas, retreats, mountains to ski, beach resorts for family holidays, surfers’ paradises and a host of other places to broaden your horizons.
Spring’s task has been to get to grips with Morocco’s potential market in Britain, America and Canada, and develop a creative strategy to bring Morocco’s delights to their attention.
Our brand response is Much Morocco: a flexible, vibrant and evocative brand created from a traditional Moorish tile behind which we can fit a wide variety of photography dependent upon our message.
Our campaign will be using cutting-edge experiential and digital activities to underpin the Vision 2020 tourism programme and as part of this work Spring has created a new responsive website for Britain, the US and Canada. The site allows visitors to navigate both by location and also experience, showcasing the side of Morocco that people aren’t always aware of, and places off the beaten track as well as on it.
We designed the desktop, tablet and mobile sites alongside each other so our responsive design adapts beautifully for each break point. The content management system features an intuitive and simple to use admin area that we wireframed and designed during the build process.
Creatively, it’s a gift: this country is utterly magical, has a fabulous approach to hospitality and is very easy to get to from anywhere in Britain.