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As long as the sun rises, Marrakech will shine. For BETC Paris, as for the Moroccan people, there has never been any doubt. But while on the evening of September 8, an earthquake of a rare intensity struck the Al Haouz region, the heart of the country's tourism, Marrakech, also suffered an unprecedented shock. To reassure the international scene, BETC Paris and the Moroccan National Tourist Office (ONMT) unveiled in record time an ode to this city which has in no way lost its shine.
If life is slowly returning to normal, the confusion made by the media, with headlines such as “The Marrakech earthquake” damaged the image of serenity and security of the city. For the country's economy, this is all the more worrying as tourism represents nearly 10% of the Kingdom's GDP, with Marrakech is its flagship city.
So after almost 3 years of collaboration, BETC Paris and the ONMT went into urgent mode to show their support. It was the responsibility of the agency to try to act quickly and gently, to create an object which of course reassures tourists, but which above all makes Moroccans proud and illustrates the resilience of these people, who are already moving forward. Marrakech is doing well, and continues to shine. It is through its emblematic light, the standard of the ONMT brand platform, Kingdom of Light that the city once again exposes us to all the richness it invites us to discover.
Campaign: Forever Marrakech
Brand: Office National Marocain du Tourisme
Brand Managers: Adel El Fakir, Hasnaa Kaissoumi, Fahd Karrakchou, Reda Kelleto, Lamia Benadada
Ad Agency: BETC Paris
Agency Managers: Jean-Charles Caboche, Mathieu Laugier, Camille Berthier, Coralie Lumeau
Creative Director: Guillaume Rebbot
Design Creative Director: Maud Mulder
Art Director: Eric Astorgue
Copywriter: Martin Rocaboy
Design Art Director: Marie Thauvel
Strategic Planner: Adrien Fortabat
Creative Producer: David Green
TV Producers: Jacques-Etienne Stein, Carl Cohen
Production Company: General POP
Executive Production: Agora
Sound Company: GUM
Director: SEGA
Cinematographer: Pedro Del Rey
Photographer: Nicolas Prado
