How We Promoted the Country Via a Global Climate Conference
Attract attention to Morocco and surface its tourism potential for foreign audiences around the UN climate conference.
Background
UN and Morocco. Moroccan culture bears the imprint of Berber, Arabic, and European traditions, with picturesque cities and millennia-old Eastern heritage.
Goal
Attract attention to Morocco and surface its tourism potential for foreign audiences.
Solution
In November 2016, Morocco hosted the United Nations Climate Change Conference. Morocco decided to use this event to tell the world about the country and to attract foreign tourists.
We were responsible for running a TV advertising campaign covering the conference in Russia. We adapted the creative for a Russian audience and selected TV channels by similarity index to our target audience — Russia 1 (Moscow) and Russia 1 / GTRK (Saint Petersburg). The spot showcased the beauty and authenticity of Morocco and encouraged viewers to pay attention to the conference.
Results
The right choice of TV channels and broadcast slots let us serve the ad to an audience of 47.5 million people with a reach of 68%.
| Audience 18+ | Audience 25+ | ||||||
|---|---|---|---|---|---|---|---|
| Channel | Region | CRP30″ | Reach, % | OTS | CRP30″ | Reach, % | OTS |
| Russia 1 | Moscow | 474.7 | 47.2 | 29,167.1 | 509.5 | 49.7 | 28,590.0 |
| Russia 1 / GTRK | Saint Petersburg | 206.4 | 35.3 | 4,559.2 | 223.9 | 38.0 | 440.8 |
Media indicators of the advertising campaign by channel and region.
