Morocco launches its ‘Kingdom of Light’ campaign to attract young urbanites

Morocco’s national tourism office, “Visit Morocco” (ONMT), has recently rolled out its newest marketing campaign focusing on an energising, culture-minded, colourful, artist-oriented campaign. A major target group are young urbanites, who are encouraged to discover new, unexpected facets of the Kingdom.

After winning the account in an international pitch, advertising agency BETC has come up with Morocco’s new tourism marketing campaign: The “Kingdom of Light” campaign is aimed at putting Morocco back on the international tourism map after the pandemic.

Broadcast in 17 countries, the campaign plays with light in Morocco, described as “a source of inspiration for artists of yesterday and tomorrow, but also a source of movement and energy that inspires all the senses”. Many contemporary Moroccan artists are included in the campaign as ambassadors of the country’s culture, such as Mohammed Melehi, Samy Snoussi, Steph. H or Artsi Ifrach.

Morocco launches its 'Kingdom of Light' campaign to attract young urbanites
Screenshot from the campaign movie “Kingdom of Light”

The film was directed by Georgia Hudson. With vibrant colours, lighting, sumptuous landscapes, the campaign highlights the Atlas mountains, beaches, crafts as well as urban life. A door is a binding element and a main focus of the graphic design.

Morocco’s refreshed image

The energetic campaign aims to show a change in the way the country presents itself. “The target is to reach a new, younger and influential audience, in demand of the unexpected and the undiscovered. The campaign aims to provide a refreshed impression of what Morocco is about. For now, our campaign is very global. But it is only a first phase. In a second phase, we will go deeper into themes as well as destinations,” explains Mehdi Benrhanem, Director of ONMT for Germany, Austria and Switzerland.

Countries targeted by the ONMT include France, Spain, Germany, the UK, US, and Israel, as well as Africa and states in the Gulf area. Morocco had received 13 million travellers from overseas in 2019. In 2021, total arrivals reached 3.7 million. “We do not have precise targets as our campaign is in its early stage. However, both professionals and travellers have a very favourable opinion of our “Kingdom of Light” campaign. This will definitely translate into a strong increase in total arrivals this year,” adds Benrhanem.

During the first four months of 2022, international arrivals (including Moroccan citizens living abroad) already totaled 1.45 million. The trend is due to accelerate, especially as TOs start to prepare the autumn and winter season.

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