Morocco Launches "Land of Light" Campaign to Boost Global Tourism Appeal

The objective is to "give a new impetus, particularly by addressing a younger, more dynamic, more connected target, always in search of the unexpected and discovery," says a statement from the office.

Declined through three components: the new brand identity of Morocco, a great image film and many variations in display, this campaign, in total break with traditional codes, constitutes a turning point in the communication of the destination, the same source points out.

The campaign was officially launched on Friday, April 22, simultaneously in 19 markets, including 5 strategic markets (France, Spain, Germany, UK, USA), the Middle East, Israel and Africa, it is reported.

Speaking on this occasion, the CEO of ONMT, Adel El Fakir, explained the meaning of the new brand logo. "A distinctive mark and a sign of status, the seal gives a premium aspect to the identity and its oval shape brings a dimension of wealth, fertility and abundance that evokes hospitality".