The winning agency will be charged with developing an above-the-line campaign that will focus on the geographical diversity of Morocco and its various cultures. It will highlight the destinations of Marrakech, Casablanca, Fez and Agadir. Activity is expected to break in 2007.
The incumbent on the account is Golley Slater. The agency was appointed in September 2004 to manage a three-year contract. In April last year, Golley Slater developed an integrated campaign that focused on Morocco's cities as short-break destina-tions as part of drive to promote Morocco in the UK.
Before that, Morocco had not promoted itself as a tourist destination since the 2003 Casablanca bombings.