NEWS: Royal Air Maroc hires Grayling for Euro push

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.

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

national carriers.



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.



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