VISIT RABAT x BRAND BUILDER : Matmchich B3id

Have you ever thought of Rabat as a travel destination for a weekend or a few days? We haven’t either!

Matmchich B3id is a campaign aimed at positioning Rabat and its region in the tourism sphere. It is carried out in collaboration with the Moroccan National Tourist Office (ONMT).

It is a direct and authentic message that, in this first phase, targets domestic visitors and lays the foundation for a new, more engaging, and traveler-oriented way of communication.

Matmchich b3id refers to two key elements that cause stress when choosing a trip:
1) the distance to be traveled
2) the act of thinking too far, leaving behind rich and exotic experiences close to home.

This tagline has been developed in three ways, tailored to different traveler segments:

Matmchich b3id bach t3ich blanejdid

Matmchich b3id bachtdirsahebjdid

Matmchich b3id bachtektachefmadi b3id

Thematic itineraries for unique experiences

With the focus on discovering unique activities close to home, the campaign highlights various variations of the « city break » weekend according to individual preferences and affinities.

« The motto of our campaign is to adapt your journey to your hobbies and diversify your pleasures, all without going far! Whether you’re a fan of thrills, water sports, nature, or culture, travelers are invited to explore the potential of a region that offers both experience and novelty. Soaring over Salé on a paraglider or kayaking across the Bouregreg, exploring the hinterland on horseback or getting lost in the Kasbah des Oudayas, admiring the genius of Moroccan painters at the Mohammed VI Museum, or surfing the waves of Mehdia Beach, the Rabat-Salé-Kénitra Region offers endless possibilities for travelers in search of discovery and adventure. » – Sara, General Manager Brand Builder

To provide a glimpse of the available experiences in the region, we have enlisted passionate and influential travel ambassadors on social media. A young sports-loving couple was invited to experience 48 hours of excitement throughout the region, while two influential Moroccan lifestyle bloggers embarked on a journey to discover the cultural « Must do » activities. As for the hinterland, two female travelers explored the region’s rural restaurants, cooperatives, and hiking trails.