Spring’s MNTO brand structure draws together three key attributes: welcoming, unspoiled and mystical. Having carried out a thorough analysis of the market and the audience we express these through our lead concept: MuchMorocco, a brand identity that shows there is so much more to the country than people’s usual perception of souks and camels. The beauty of this campaign is that it can be applied to any aspect of the offer we want, to address any audience – Much Mor Sun, Much Mor Golf, Much Mor Heritage, Much Mor Essaouira – across any marketing collateral.
For the campaign brand identity we have used a Moorish tile fret-cut as the main graphic device. Behind this we can insert any number of images, still or moving, which are then visible to varying degrees depending on the overall size of the logo block – in some uses, one merely sees a hint of a myriad of colours, in others it’s possible to see the pattern of the fret-cut replicated in the floor tiles of a medersa or the intricate carving of the door to a riad in the heart of the medina.
Our typography reflects the culture of the country as well as the character of its people. Based on Novecento, we customised certain letters for headlines in order to reflect the architecture that is so evocative of Morocco, notably M and R, applying distinctive curves.
The MuchMorocco colour palette uses a base colour of either solid black or white, as our aim is to really focus the eye on the core image. Blue also features heavily, whether in the colour of the cloudless sky or the coastal waters, or the pavilions of the Majorelle Gardens, or indeed the houses of Chefchouen.
Our Much Morocco campaign centred around a bespoke website we created for audiences in Britain, the US and Canada., split between experience and location. We used bold, aspirational imagery, intuitive, multi-route navigation and reams of informative and engaging content to bring all aspects of Morocco to life. A widget shows the current weather and temperature in each location, and a handy link to Skyscanner provides real-time data, instantly giving travellers flight details. We wrote over two hundred pages of content for the website, and drew in influential bloggers from Morocco and further afield to provide inspiring articles for potential travellers to read.
Our campaign used cutting-edge experiential and digital activities to underpin the Vision 2020 tourism programme. Digital billboards near airports lit up dreary December days with bright colour-filled images of Morocco, and paid social media campaigns closely targeted the audiences we’d identified during the insight phase. We also organised and ran stands at trade fairs such as the World Travel Market, and took representatives from travel agencies on tours of Morocco.