ABOUT

Problematic
Faced with the Coronavirus epidemic, global tourism is severely impacted and Morocco is no exception. Colossal economic losses were to be expected. But after 3 months of containment the country began to see hope for a recovery.
The recovery of the sector was initially national in order to guarantee a controlled deconfinement and to avoid any risk of propagation which would come from outside the borders. It was therefore important to revitalize internal tourism, which involves the promotion of the regions. Thus, the 12 regions of Morocco had to fight to attract the maximum number of tourists and scrape market share, represented mainly by Moroccans and foreigners residing in Morocco.
In our case, the region of Fez-Meknes is an economy which is largely based on its tourist activity. It was therefore essential to take part in this race to ensure its relaunch.
A tourism revival program that coincides with the summer season, with Moroccans looking for seaside experiences, which did not suit business in the Fez - Meknes region. It was therefore essential to develop a strategy that could respond to these constraints linked to the strategic positioning of the region, in our various messages and speeches.

Goal
Encourage consideration and planning: Capitalize on the floating period to work on the image and positioning of the region in order to encourage our targets to consider it from the peak season.
Position the region: Highlight the diversity of the region's attributes.
Inclusive message: Develop a message tailored to the needs of Moroccan tourists, but also a message that can subsequently be addressed to foreign tourists.


Description
The idea is based on visuals where each nature, region is sublimated. The opportunity to stage the range of experiences possible in the Fez-Meknes region. A bias that is accentuated through a sketch.
The signature, meanwhile, invites you to take the time to appreciate the moments spent in the region. It will then be declined in teaser to meet the needs of each situation.