A 165 Million Dirham Plan to Relaunch Tourism in Marrakech
1 October 2009
Read by 1542 persons
A communication plan focusing on institutional image, luxury tourism, and family tourism is being prepared. A 6-month campaign will be launched in October in source countries.
The government has decided to make a major effort to help Marrakech. At the last meeting of the strategic monitoring committee on Tuesday, September 15, it was decided to allocate a budget of 15 million euros, approximately 165 million dirhams, entirely dedicated to various promotional and communication operations for this city. The plan, whose main lines are the result of joint work by the Regional Tourism Council (CRT) of the city and the Moroccan National Tourist Office (ONMT), is being finalized. Implementation will begin in October and last six months. This plan is based on several aspects.
The first will take the form of a specific institutional campaign for the city around the theme of "authenticity and living culture." Press and poster campaigns will be scheduled in the main source markets: France, Germany, Great Britain, Spain, and the Benelux countries. The goal is to show that the destination is experiencing a cultural boom thanks to its festivals, art galleries, and other events that are not always known to the public.
In parallel, a new website will be launched to attract tourists, using, we are told, new technology reminiscent of the famous "Marocthérapie" website. This site should also direct the user to attractive offers.
The second aspect of this campaign aims to highlight the evolution of the destination's offerings, which are increasingly oriented towards luxury tourism with the arrival of major brands in this niche, but also towards family tourism. Indeed, of the 5,000 additional beds that will be added to the market during 2009 and 2010, half will be luxury hotels and the other half will be club hotels.
New focus: luxury tourism and family club hotels.
A TV campaign in partnership with tour operators is planned for October in France, before being extended to other countries, in particular, to convey the image of a family destination. It will be complemented by a poster campaign in travel agency windows. For luxury tourism, a call for tenders has been launched to select an agency specializing in public relations and events to reach this specific clientele in traditional markets, the United States and Russia.
All this effort would be pointless if it were not supported by increased air services. Therefore, and for the first time, negotiations will be conducted directly with scheduled airlines, without going through tour operators, in countries such as Germany, Italy, France, and Great Britain to open routes to Marrakech. RAM will also be solicited.
Published September 28, 2009
Posted October 1, 2009
lavieeco.com
The government has decided to make a major effort to help Marrakech. At the last meeting of the strategic monitoring committee on Tuesday, September 15, it was decided to allocate a budget of 15 million euros, approximately 165 million dirhams, entirely dedicated to various promotional and communication operations for this city. The plan, whose main lines are the result of joint work by the Regional Tourism Council (CRT) of the city and the Moroccan National Tourist Office (ONMT), is being finalized. Implementation will begin in October and last six months. This plan is based on several aspects.
The first will take the form of a specific institutional campaign for the city around the theme of "authenticity and living culture." Press and poster campaigns will be scheduled in the main source markets: France, Germany, Great Britain, Spain, and the Benelux countries. The goal is to show that the destination is experiencing a cultural boom thanks to its festivals, art galleries, and other events that are not always known to the public.
In parallel, a new website will be launched to attract tourists, using, we are told, new technology reminiscent of the famous "Marocthérapie" website. This site should also direct the user to attractive offers.
The second aspect of this campaign aims to highlight the evolution of the destination's offerings, which are increasingly oriented towards luxury tourism with the arrival of major brands in this niche, but also towards family tourism. Indeed, of the 5,000 additional beds that will be added to the market during 2009 and 2010, half will be luxury hotels and the other half will be club hotels.
New focus: luxury tourism and family club hotels.
A TV campaign in partnership with tour operators is planned for October in France, before being extended to other countries, in particular, to convey the image of a family destination. It will be complemented by a poster campaign in travel agency windows. For luxury tourism, a call for tenders has been launched to select an agency specializing in public relations and events to reach this specific clientele in traditional markets, the United States and Russia.
All this effort would be pointless if it were not supported by increased air services. Therefore, and for the first time, negotiations will be conducted directly with scheduled airlines, without going through tour operators, in countries such as Germany, Italy, France, and Great Britain to open routes to Marrakech. RAM will also be solicited.
Published September 28, 2009
Posted October 1, 2009
lavieeco.com
