Moroccan National Tourism Office
Average Time on Site
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 to explore less-visited cities in Morocco and gather content about these hidden treasures.
The diverse content that the influencers produced covered food and drink, adventure, nightlife, culture, and relaxation. This content was hosted on a microsite which allowed travel shoppers to easily find information about excursions ranging from shopping in Fez, to surfing at Sol Taghazout.
The campaign employed display ads as well as the audience extension tool, PassportAds. This tool enabled the campaign 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. Average time on the microsites was an impressive four minutes, demonstrating just how engaged visitors were with the content.
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*Expedia Group, TravelAds and Accelerator incrementality data, 2022