CRT TTA reveals its regional tourism brand “CHAMAL”
The CRT TTA reveals its regional tourism brand “CHAMAL”, the new North Morocco experience.
In the presence of Mrs. Fatima El Hassani, President of the Council of the Tangier-Tetouan-Al Hoceima region, Jalal Benhayoun, Director of the Regional Investment Center TTA and tourism professionals from the region, the Regional Tourism Council TTA revealed, in preview to the national media and its institutional partners, the new tourist brand CHAMAL. This identity is the culmination of a marketing and creative process initiated by the CRT for nearly two years.
It aims to strengthen the visibility and federate the image of a region which is characterized by a very rich and diversified product, in its many local variations: Tangier, Tetouan, Al Hoceima, Chefchaouen, Ouezzane, Larache, Assilah, Tamuda Bay .
With its multiple facets, the CHAMAL brand thus offers travelers a wide range of experiences between its two maritime facades, its preserved natural spaces and its authentic culture, its mystical and secret medinas and the modernity of its urban centers.
Based on the analysis of the tourism context and the benchmark of regional branding best practices, the creation of the new brand is based on strong strategic and creative positions.
“The creation of our territorial brand was a commitment made during the election of the new CRT office in February 2019 and the crisis did not interrupt this process.», Testifies its President Mrs. Rkia Alaoui. “I am convinced that the new brand CHAMAL will be a lever for the resilience of regional tourism in the service of an ambitious recovery strategyShe continues.
The name CHAMAL has clearly established itself. Anchored in the imagination of national tourists, evoking the cardinal direction of summer vacation, it is also easy to pronounce and memorize for international audiences.
Like a travel diary, its logo depicts all the components of the proposed experience. Its shapes and colors bring together the signage elements of the regional puzzle: deep and soothing blue of the Mediterranean, tonic blue of the waves of the Atlantic, green of the preserved mountains and forest, authentic red of culture and traditions, yellow for warmth. radiant climate and hospitality.
The visual identity is accompanied by a signature “The North Morocco Experience” which confirms the endorsement of Destination Morocco while highlighting the experiential novelty offered by the region.
Positive, vibrant, friendly and accessible, CHAMAL is thus a brand that we remember and that invites you to travel. It is also intended to be an inclusive brand that will grow over time and space through territorial branding and signage media, as well as usage standards for sites and operators.
The launch of the new brand will first be done in a “soft” way to support the summer season and then expand with the objective of an action plan to win back at the end of 2021 and 2022.
Two main strategic axes guide the action of the Regional Tourism Council: on the one hand, widening the seasonality of a region which is very attractive in high season but too little frequented outside the summer months and school holidays; and on the other hand to strengthen its international reputation and the consideration of the destination among a wide competitive offer.“Our new brand platform will be a structuring tool. Through the promise of a new and unique experience, it will force us to continue our efforts to improve the product offer, by offering more quality, diversity and complementarity, for example through packaged offers ”Nature & Culture ”,” Sea & Mountain ”,” City Break & Well-being ”. This in order to conquer new customer segments for longer stays, outside the summer peak, and with higher added value.», Adds Ms. Rkia Alaoui.
The CHAMAL Experience will also be supported by a new experience in tourism communication, thanks to the deployment of the region’s new digital ecosystem, initiated in December 2020. Carried out by the CRT TTA in partnership with the ONMT, the latter is responsible for way integrated with the needs of travelers and professionals in terms of promotion and tourist information and valuation of data.
With the support of all its professional and institutional partners and supported by its new brand CHAMAL, the Regional Tourism Council of Tanger-Tétouan-Al Hoceima will continue to implement all initiatives promoting the development of the sector at the local level. and strengthening its recovery capacities.
This meeting organized by the Regional Council of Tourism TTA at the Farah Tangier hotel and moderated by Mohamed Setti, ended with the presentation of trophies bearing the logo of the “CHAMAL” brand dedicated to several personalities and tourism professionals.
This article CRT TTA reveals its regional tourism brand “CHAMAL” appeared first on Newstourisme.
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