Spring and Morocco Renew Contract
The new contract will see Spring continue to develop the country’s award-winning MuchMorocco brand concept. The brand, which originally launched in November 2015, will continue across print and online media, as well as travel trade events including the upcoming Meetings Show at Olympia from 13-15 June 2017, at which Morocco will appear 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.
The MuchMorocco brand has been brought to life digitally via a website and social media, as well as across print and outdoor, amplified by several competitions and co-marketing exercises. Spring has also delivered a content strategy through travel bloggers and photographers as well as the agency’s 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 was regularly receiving 50,000 visits per month. This demonstrates the impact a bold creative idea, delivered across well-targeted channels with consistent energy, makes.”
Spring’s 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.
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.”