The Moroccan National Tourist Office (ONMT) unveiled its new marketing device to promote the Morocco destination on Thursday in Casablanca, which will be deployed at the international, national, and institutional levels.
Following several studies, the ONMT has adopted a new brand architecture based on segmenting its audiences into three main categories. In addition to the historic Visitmorocco brand, dedicated to promoting the Morocco destination to international tourists, which has benefited from an overhaul to improve its relevance, the office is setting up two new brands.
These are “Ntla9awfbladna”, a brand dedicated to the promotion of internal tourism to Moroccans (locals and Moroccans around the world), and the institutional brand “ONMT” with a new visual identity and a specific strategic platform, dedicated to interactions with the professional and institutional ecosystem of the office, both national and international.
On this occasion, Adel El Fakir, Director General of ONMT, stressed that the Office has carried out work on many fronts, such as market studies, brand strategy, or product strategy, in order to put in place the appropriate tools for recovery despite the complexity of the issues that the health situation has generated.
“The studies carried out so far have provided highly strategic sector intelligence, which has enabled us to precisely identify the perceptions around the destination, its positioning and the motivations of its potential visitors,” said the CEO of the ‘ONMT, adding that these studies have provided precise insights and detailed and nuanced knowledge of the levers of attraction of tourists.
In order to materialize this new architecture, give life to its new brands, and anchor its orientations to its audiences, the ONMT plans to launch, as of next week, a major communication campaign at the national level, under the signature “Nta9awfbladna” for to discover our country differently.
Internationally, the new campaign, prepared by one of the largest global communication agencies, reflects the essence of the Morocco destination, through an innovative concept, a total break in terms of concept and positioning, shooting, tone, and image of Morocco conveyed and mode of communication and dissemination.
