Royal Air Maroc, Morocco’s state-owned national airline, has hired the
Grayling Group to handle a FFr2 million (pounds 253,000) promotional
push into the European travel market.
Grayling is Royal Air Maroc’s first retained public relations
consultancy. The appointment, confirmed last week, is part of a wide
ranging restructuring of the company following the arrival of former
government minister Mohammed Hassad as chairman six months ago.
PR was previously the responsibility of the airline’s national offices,
although there was no central co-ordination.
‘For the first time the company understands that the best way to promote
itself is to use a single agency,’ said Grayling France’s joint managing
director Daniel Verpeaux, who is leading the account together with
fellow-joint MD Gerard Lipovitch.
Grayling was picked following a competitive process in which three PR
firms pitched jointly with advertising agencies. Although Grayling
pitched with CPP, the advertising business was in fact awarded to Paris-
based ad outfit Opera.
Devised and co-ordinated out of Paris by a four-strong account team, the
PR programme will roll out across key markets in France, Italy, Spain,
the UK and Germany where Royal Air Maroc faces tough competition from
The programme will be targeted specifically at business and leisure
travellers, travel agents and tour operators through a programme of
media relations and events, culminating in the airline’s 40th
anniversary next year.