The Moroccan National Tourism Office teamed up with Expedia Group Media Solutions in an award-winning campaign that used custom content to attract visitors to all parts of the country.
With ancient cities, sprawling mountain ranges, and golden beaches on the Atlantic and Mediterranean coasts, Morocco has a lot to offer visitors. Morocco’s destination marketing organization, the Moroccan National Tourism Office (ONMT), wanted to showcase these features to attract international travelers. Their target markets were Germany, France, and the UK. Their goal was to increase room night production across the country beyond the top city destinations of Casablanca and Marrakesh.
The campaign, Moments in Morocco, was a collaboration between the ONMT and Expedia Group Media Solutions’ Creative Partnerships (CP) team. As an in-house creative agency, the CP team collaborates with partners to create unique and compelling media experiences. They worked with the ONMT to produce social media content, a dedicated microsite, and a host of other components. The campaign ran from August to November 2018, across the Expedia Group brands portfolio and Hotels.com
To create custom stories, the campaign sent social media influencers from France, Germany, and the UK on a once-in-a-lifetime trip. These influencers explored less-visited cities in Morocco to gather content about these hidden treasures. Much of this content was turned into long form blog articles. Supplementing these articles, designers captured the transformative power of Morocco in videos and guides that conveyed the country’s beauty.
The diverse content also covered food and drink, adventure, nightlife, culture, and relaxation. In fact, there were over fifty separate guides focusing on locations and activities from all across Morocco. Users could easily find information about excursions like, shopping in Fez, surfing at Sol Taghazout, or hiking in the Atlas Mountains—to give just a few examples. To curate all the content, the CP team created a dedicated microsite. With tons of unique features, like the ability to send a digital postcard, the microsite gave users a one-stop site for all their travel needs.
To support these efforts, the ONMT and CP team also used display ads as well as our audience extension tool, PassportAds. This tool enabled the ONMT to reach travel shoppers wherever they browsed and booked on the internet, outside of Expedia Group websites.
The campaign goals were set around impressions and engagement. Over the course of the campaign, the microsites had more than 10,000 visitors and more than 2 million impressions were delivered through influencer content alone. Average time on the microsites was an impressive four minutes, demonstrating just how engaged visitors were with the content.
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