PUTTING MOROCCO ON THE MAP AS THE ULTIMATE TRAVEL DESTINATION FOR NORTH AMERICANS

Challenge

Violet PR was selected by the Moroccan National Tourist Office (MNTO) in 2022 to promote Morocco as the perfect destination for North American travelers. Morocco has long been acknowledged for its vibrant medinas, gorgeous riads, breathtaking desert landscapes, and world-famous cuisine — making it a unique and popular tourist spot. However, most North Americans were not choosing Morocco as their first-choice destination due to a lack of knowledge about the country.

As the world emerged from COVID restrictions, Morocco revamped its tourism strategy with a focus on brand awareness to reach more people within the United States and Canada. It partnered with Violet PR to support its efforts in differentiating the Kingdom from its competitors, including Egypt, Greece, and Italy, and boost the tourism sector post-COVID. The country’s goal is to become a top choice for North American travelers.

Solution

Violet PR developed a comprehensive media relations strategy for the MNTO, focusing on several key aspects. These included highlighting Morocco's successful handling of the COVID-19 pandemic, emphasizing its quick six-hour direct flight from New York City, launching the global brand campaign “Kingdom of Light,” creating and introducing destination and theme brands by MNTO, and promoting the country’s unique offerings such as culture, history, gastronomy, wellness, nature adventures, golf, craftsmanship, and filming locations.

To implement this strategy, Violet PR arranged exclusive press trips for top-tier North American media, hosted media events including product launches and press conferences, collaborated with airlines, hotels, and tour operators on brand initiatives, and shared timely news updates to keep the media and consumers informed about the latest developments in Morocco.

Violet PR helped MNTO collaborate with Skift Global Forum to host the conference’s opening reception in New York City. Violet PR assisted with every aspect of the event, including designing the invitations, curating the guest list and providing on-site support. Violet PR showcased Morocco’s rich culture at the event and offered attendees a taste of the Kingdom.

Violet PR also secured MNTO’s attendance at trade events, including the International Media Marketplace hosted by TravMedia in New York City. Prior to the event, Violet PR pitched the destination to attending journalists and ultimately conducted nearly 100 interviews with top journalists that aligned with MNTO’s interests and offerings.

To attract the attention of potential travelers, Violet PR arranged for prominent journalists from top North American publications to experience the wonders of the Kingdom firsthand and share their experiences through the press. These experiences included participating in the Marrakech Storytelling Festival, a cultural event supported by King Mohammed VI, as well as exploring the vibrant medina streets of the Red City. Additionally, journalists indulged in glamping in the desert, taking in breathtaking sunsets, and were treated to luxury spa treatments at a traditional Moroccan hammam. As a result of these unforgettable experiences, the journalists returned home with a wealth of fascinating stories to share.

During the program’s first six months, Violet PR secured coverage in leading travel consumer and trade publications, including TIME Magazine, which listed the destination as one of “The World’s Greatest Places of 2023,” CNN International, Frommer’s, Barron’s, Travel Noire and Travel Age West, among others.

Arranged