2011 Winners & Shortlists

Results and Effectiveness

- The operation resulted in an unprecedented info spreading about Morocco, reaching online blogging sites and magazine editorials, which resulted in: - Arrivals from GCC increased by 12% - Awareness increased by 35%

Creative Execution

- The strategy relied on an "indirect communication" in order to entice Word of Mouth: - Choosing well known presenters in best-rated talk shows and morning shows of leading TV channels in key markets (KSA, UAE), and engaging them in a casual conversation about Morocco, seemingly expressing their own opinion, and thus adding more credibility to the information. - This operation was backed up by a special operation of 15" flashes right before the TV evening news in KSA and Abu Dhabi, with Q&A style, providing various information about Morocco. - Special content was aired on TV about Morocco included in travel shows, lifestyle etc., describing the habits, culture, cuisine and showing the best sceneries and regions.

Insights, Strategy and the Idea

- Morocco as a touristic destination was wrongly associated with an exotic destination for Arab men. - The challenge was to change the perception of Morocco in the minds of the Pan Arab consumer and make it a family destination, to generate WOM and create a buzz around Morocco as a tourist destination. - The main finding was that our target audience rely primarily on testimonials (friends, family, experts) in order to decide their next vacation travel destination. This main finding was the corner stone of a strategy based basically on an unconventional approach (as opposed to a regular 30" spot-buying campaign), which was ultimately approved by the client.