Royal Air Maroc, the national carrier of Morocco, has unveiled its new strategic vision and brand campaign. The announcement comes following the airline’s recent agreement with the Moroccan government, propelling Royal Air Maroc into a new era of development as a potential major global player.
The rebranding initiative, marked by #DreamAfrica #MeetMorocco, symbolizes the airline’s commitment to fostering a brighter future for both Morocco and the African continent. “Our aim is to shine a light on Morocco and Africa aboard our planes and around the world”, the airline’s announcement states.
“One of the key elements for the success of the new stage of growth for Royal Air Maroc is its brand image. The new dynamism expressed in our rebranding strategy reflects our ambitions as a leading company on a continental scale, proudly expressing our Moroccan and African identity”, said Hamid Addou, CEO of Royal Air Maroc, at the campaign’s launch event.
According to Addou, the new brand “aligns with our Kingdom’s overarching vision for Africa, promoting South-South cooperation and accelerating our common development, in political, economic, societal, cultural and technological aspects. As an airline and with all our resources, we have an obligation to embody the best of Morocco and contribute to the continent’s progress.”
The campaign is an invite “to rediscover the continent’s strengths that contribute to make it shine: passion, global openness, hospitality, creativity, and innovation [and to] embark on a world of opportunities, creativity, and conviviality; a world where humanity is at the heart of development, and where Royal Air Maroc contributes to the continent’s growth and supports its talents.”
The marketing strategy will focus on television and digital platforms, as well as urban advertising channels such as digital screens, public transportation, train stations, shopping malls and billboards.
Royal Air Maroc aims to becme a “global connector” by 2037, linking serving 143 destinations and 200 million passengers across five continents.