Destination Marketing: MuchMorocco

Spring was commissioned by the Moroccan National Tourist Office (MNTO) to communicate the magic, authenticity and accessibility of Morocco to audiences in the English-speaking world, Russia and China.

Results

Spring exceeded the original digital KPIs by three times with a 90% increase on visits to the campaign website and six times the anticipated social media support.
UK visits to Morocco rose by 6% between 2014 and 2015.
Marrakech declared TripAdvisor’s #1 Destination in the World 2015.
Spring made £130,000 savings on the media budget for the campaign.

Our brand response was MuchMorocco: a flexible, vibrant and evocative brand created from a traditional Moorish tile behind which we can fit a wide variety of photography dependent upon our message.

Our campaign used cutting-edge experiential and digital activities to underpin the Vision 2020 tourism programme and as part of this work Spring created a new responsive website for Britain, the US and Canada. The site allows visitors to navigate both by location and also experience, showcasing the side of Morocco that people aren’t always aware of, and places off the beaten track as well as on it.

We designed the desktop, tablet and mobile sites alongside each other so our responsive design adapts beautifully for each break point. The content management system features an intuitive and simple to use admin area that we wireframed and designed during the build process.