Moroccan National Tourist Office Spring back into action

Morocco at dusk. MNTO renew contract with Spring.

Moroccan National Tourist Office (MNTO) have renewed their contract with Spring Design after three successful years of working together.

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 last week’s Meetings Show at Olympia, at which Morocco appeared alongside 700 other destinations for business travellers.

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.

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.”

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 is 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 is a design agency working with clients such as the Design Business Association, EDF and MNTO.

Naomi Taylor

Naomi Taylor is membership manager at The Drum Network, covering members' news, insights and publications.

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