To Fight Against the End of Summer, the Moroccan National Tourist Office Started the “Movement for More Summer”
RABAT, Morocco, October 23, 2012 /PRNewswire/ –
Did you witness a movement that spread across European capital cities? Did you
relate to this unprecedented protest against the approaching rainy autumn? Are you now
dying to know the origins of the Movement for More Summer? It was born in the streets,
relayed by the Internet and raced across social networks with dazzling speed, generating
reactions and sharing of experience by over 20 000 Internet users, notably on Facebook and
To view the Multimedia News Release, please click:
The Moroccan National Tourist Office originated this movement in an attempt to make
Europeans, who are getting depressed at the idea of being stuck at work during endless
working days, smile again. The MNTO has decided to launch a widespread, humorous and
unexpected campaign through the whole of Europe to protest against the end of summer and
defeat “back to work” gloominess. The Movement was thus launched in September using
various phases in the approach, combining digital and event initiatives.
Today, the campaign enters a new dimension on YouTube with an interactive video which
draws a parallel between the daily routine life of a European couple and more exciting
days spent by the same couple holidaying in Morocco. Click on
http://www.youtube.com/visitmorocco and follow this split-screen account hour by hour,
over 24 hours. It is a unique TV reality experience! The video is a source of inspiration
for all the professionals who dream of being away on a holiday. And to allow them to turn
their desires into real projects, advertising banners next to the video propose holiday
offerings in Morocco. There is but one click from dream to reality!
In October, the Movement will take to the streets again to reveal the “Moroccan
solution”: the campaign will roll through the streets of the European capital cities with
messages opposing city life and sunny holidays as never before.
Confronted with this skilfully orchestrated side-by-side portrayal, it will be
understandably difficult to resist the temptation to go where the sun shines, to fight the
desire to leave for Morocco. With 300 sunny days a year, the Kingdom is the ideal
destination to forget all about a dull everyday life. Exploring souks, discovering
cultural assets, golfing, surfing, hiking in breath-taking environments, relaxing in
hammams… Holidaying in Morocco is an unforgettable experience.
Through this global communication campaign, the Moroccan National Tourist Office uses
humour to show gloomy city dwellers that a remedy against greyness and routine exists:
going (or going back!) to Morocco.
About the MNTO
The Moroccan National Tourist Office (MNTO) is a public establishment. It is the
marketing expert for Morocco as a tourist destination and develops the strategy to promote
the country as such. Its role is to identify inbound markets with great potential and
analyse their specificities to better understand the profile, attitudes and purchase
habits of potential tourists.
Press Contacts : Daisy Pack / email@example.com [firstname.lastname@example.org_ ] / +44(0)20-7611-3551 Lara Tuboku-Metzger / email@example.com [firstname.lastname@example.org_ ] / +44(0)20-7611-3711
SOURCE Moroccan National Tourist Office