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Spring and Morocco renew contract

BY The Springers | Make Excellent Work | 22/06/2017

We’re delighted to have renewed our contract for tourism marketing with the Moroccan National Tourist Office after three successful years of working together.


The new contract will see us continuing to develop the country’s award-winning MuchMorocco brand concept. The brand, which we originally launched in November 2015, will continue across print and online media, as well as travel trade events including last week’s Meetings Show at Olympia, at which Morocco appeared alongside 700 other destinations for business travellers.

MuchMorocco has won a number of high profile awards including Gold for Best Visual Identity for Tourism and Leisure at the Transform Europe Awards, and Gold for Best Creative Strategy at the Transform MENA (Middle East and North Africa) Awards.

We brought the MuchMorocco to life digitally via a website and social media, as well as across print and outdoor, amplified by several competitions and co-marketing exercises. We also delivered a content strategy through travel bloggers and photographers as well as our in-house editorial team. The concept was initially rolled out at World Travel Market 2015 and has been well received by travel trade and consumer audiences alike.

Simon Hazelgrove, co-founder of Spring, explains: “The campaign was originally briefed to help Morocco to deliver its ambitious Vision 20:20 programme for tourism growth to the UK and Irish market. Our work across online, print and outdoor media reached 142 million people in 2016. The website that we created from scratch is regularly receiving 50,000 visits per month. This demonstrates the impact a bold creative idea, delivered across well-targeted channels with consistent energy, makes.”

Our close working relationship with head office in Rabat has seen them develop the brand for communications across a number of additional markets including Russia and China, working with specialist translators to deliver bespoke communications that have relevance to their target market.

Client Amine Boughaleb, MNTO’s Director for UK & Ireland, says. “What Spring has done with the MuchMorocco creative is really innovative, and visually stunning. It’s allowed us to portray the diversity, the warmth and the uniqueness of Morocco as a holiday destination, to show the huge range of experiences and environments that exist in this one country, less than four hours from the UK. We are delighted with the results of this partnership and very pleased that it will be continuing.”

 Djema El Fnaa at dusk MNTO (1)

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