Casablanca
It is indeed an unprecedented event in Morocco and in Africa! After going through a long thinking process, field surveys and international benchmarking, Casablanca has now a strong and unifying territorial brand..
The aim being sought is to mobilize all the actors of this territory around a vision, a project and a shared ambition for the city.
Bearing the name of « WeCasablanca », the new territorial brand is the backbone of the Casablanca marketing and territorial promotion program signed in the presence of His Majesty King Mohammed VI in September 2014. The brand will back up the ambitious metropolis development plan extending to 2020.
Indeed, the new territorial brand is going to be deployed on different communication media both in Morocco and abroad. The new territorial WeCasablanca brand has been adopted by all public and private actors within the metropolis, and relies on of a medium and long term action plan. The latter encompasses communication activities both in Morocco and abroad, as well as large scale social, sports and cultural events.
«The new Casablanca territorial brand results from a collective effort made during several months. Our ambition is to upgrade the attractiveness of the metropolis, boost pride in belonging to Casablanca, further accelerate the city’s economic growth and lift Casablanca to the rank a Global City while working with all public and private stakeholders», , says Mohamed Jouahri, CEO of Casablanca Events et Animation, the local development company in charge of this unprecedented project.
. The design of the new territorial Casablanca brand has been conducted through a rigorous scientific process which allowed for the establishment of the metropolis identity preceding the deeply-pondered development of the brand strategy as well as the operational action plan that goes with it.
The diagnosis of attractiveness has made it possible to set up an inventory of Casablanca attractiveness based on focus groups, strategic interviews with major Casablanca operators, documentary studies (films, archives, internet-auditing, etc.) as well as scientific surveys with the Casablanca population.
Thanks to this endeavour which is second to none in the history of the metropolis, it has been possible to define the attractiveness strategy as the brand was being created through key messages, city positioning as well as the governance of the new territorial brand.
« WeCasablanca is not an end in itself. This is rather the start of a new adventure for the city. At a time when cities are competing for international attractiveness, City Branding has proven to be effective to support and accelerate the development of many international cities such as New York, Singapore, Lyon, Amsterdam and many more. We nourish the same ambition for Casablanca. Our first challenge will be to see the new brand adopted by the largest number possible of elected representatives, investors, residents, artists and civil society activists, among others. The brand will thrive through all the active forces that generate the wealth, the diversity and the dynamism of Casablanca. The brand will enable us to speak with one voice and promote together this territory which offers plenty of opportunities and is is full of energy» ,says Abdelaziz El Omari, Chairman of the Board of Casablanca city.