Moroccan Tourist Board – Metro Visits

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Brief

Following the Arab Spring, the Moroccan Tourist Board (MTB) wanted to entice and reassure potential visitors to Morocco. The MTB was looking for a wide-reaching medium to perfectly promote their country to key markets in 11 countries across Europe and North America.

Solution

Metro proposed to MTB a stylish custom publishing solution that allowed them the freedom to project Morocco’s key touristic features with the expert help of Metro’s journalists and designers.

Using the name “Metro Visits”, two sponsored features, each 4x pages in length, were published in Metro newspapers and partners in: UK, France, Italy, Spain, Netherlands, Belgium, Poland, Portugal, USA, Denmark and Sweden.

The first of these “Metro Visits”, which also appeared online, was published in September with the second one running in December.  They were followed by a four full pages in all editions.

Result

Dominant spreads in the centre pages of the newspaper ensured maximum visibility with readers.

  • 49% of respondents refer to be interested or much more interested in going to Morocco after seeing the campaign in Metro
  • 80% of respondents remembers having seen the supplement and 100% say that it has changed  either positively or very positively as a result of the campaign