scope: rebranding/font/slogan/strategy
entity: ONMT
so it's interesting, in the sense that there is a real drive to achieve an image, at the same time basic mistake when you do that is overdoing it, also nice colors, but South Africa went there first and they have locked the colorful theme
the slogan is an important part of it, the message that ONMT wants to convey, is not it, tourism is the activity of the office, it is expected that the office is in action, what message ONMT wants to convey to the tourism industry and Morocco's visitors is more to the point
so a bit of flattening all this and we obtain the following
where at this point either I can continue playing with graphic elements, or I have a strong message to convey
how does it function, we tend to go for the red color first visually, its wired in our visual recognition, then we realize that we didn't read the message and so we go back to the message, a bit like a warranty that the message will be read not skipped on
this I think nicer font is Corbel Regular, pretty standard not too elaborate either we already have the designer font, so as not to get into the way of the message, and its not conflicting with previous slogan font since its obsolete, and its font
for the strategy, we have brushed on it before I think, 589K businesses in the travel agency industry
we want to purchase up to 5 or 6% of that, outbound from different areas in the world and implement drivers for Moroccan tourism products, not enforce them any business is good business but they have to be there, commercial drivers, interesting margins
the tourism industry like any industry is supply chain based, opening hotels and waiting for tourists is done with, buying tour operators of different sizes and travel agency chains and having them drive our tourism sector is much more like it
it cuts down on the fragmentation of the travel agency sector while it shouldn't bother anyone, 5 or 6% are not 10%, at 5% it is equivalent to 14.8BN USD annually, with a workforce of 150 thousands, globally
it's simple in terms of going upstream, maybe more elaborate to implement, and it looks like the actual ONMT venture and priority for years to come
it is a consequent investment budget, certainly is, with a goal, that is to triple the number of inbound tourist stays in Morocco within the next 8 to 10 years
interestingly, when we think we are done, Morocco is inviting 150K tourism professionals and their families for all inclusive 15 days in Morocco, not all at once but as these acquisitions progress
Because they have to know what they are selling, and because big cap ventures is not just throwing money at stuff, the people making it happen are key
Also a pragmatic aspect of owning these businesses is, commercial incentives, interesting margins, but at some point we want to see inbound business, if the numbers aren't there so be it, not past a volume retainer however because that means you are not selling the destination, others are
Now as a travel agent you want to go somewhere, okay I will still propose you Morocco, better if not excellent price quality what do you think, of course I will not force you it's your choice, next time you want to travel I will propose Morocco once again, try to find out why you're hesitating, take note of the stuff that I have to email because it needs fixing, and I will make you a onetime deal that flattens anything else, 25% off on the spot
Especially since I have a volume of those with my package, so it is a comprehensive set of marketing and commercial tools, that said it is also legitimate, if it turns out that its many agencies report sluggish sales, for them to ask ONMT for a review of these packages, and so its both ways as it should
We have just scratched the surface of what is a global tourism industry expertise pole including online, at 150K employees, even indirectly ONMT becomes one of the largest TO's worldwide, where the business is not just to sell Morocco, but to promote the tourism industry to the benefit of all
I would promote Spain or Indonesia day in day out including outbound from Morocco, providing Spain or Indonesia promotes my destination as well, and so win win partnerships are basically what tourism is made of, for its operators and clientele
The reality of the global tourism industry is that a tourist is going to come to my destination 1.5 times, hopefully 2.5 if he likes better than all of the competitive offering on the market, but after that what am I selling, and if you don't understand that fact you're not in the tourism industry, not really
Another thing is, that in the past my destination is all there is and oh look tourists are going somewhere else what can I do, nowadays you build up your destination in terms of service quality, and you buy the business where it is not where you want it to be, tourists nowadays are online waiting to snatch any cost competitive offer to anywhere, they don't even care where that is providing the quality is there
There's been countless hours countless meetings and a lot of money spent on trying to counter the attractiveness of another destination, whereas buying business in that destination to shield a drop in domestic sales made all the sense in the world not otherwise
Did you ever stumble into the hotel of a large hotel chain, and it's almost empty, they don't care, they think in terms of geographical spread, that they can boast 160 countries to their clientele is more important than any single empty hotel somewhere
They have evened the bets which is what you are supposed to do in the global tourism industry, way past your own destination
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