Marketing in Morocco

Abstract

To some non-Moroccans ‘al-Maghrib’ (pronounced al-mah-grib), the local name for Morocco, is known mostly for being an ally of the United States in the Gulf War, the war in Iraq and the war on terrorism. Followers of the 2004 Olympics will know that Hicham El-Guerrouj, the four-time world champion, won two gold medals for the 1500 meter and 5000 meter races. Readers of Forbes magazine may recall the extravagant seventieth birthday party that the late Malcolm Forbes, founder of the magazine, held at his villa in 1989 in Tangiers, the northern port and holiday resort. Elizabeth Taylor was his guest of honor. Those interested in history will know that Sir Winston Churchill, former prime minister of Britain, spent time painting in the crystal clear air and light of the southern city of Marrakech. Usually he stayed at La Mamounia, one of the world’s most famous palace hotels. The Churchill Suite at the hotel is now a small museum and has several original personal effects, including an easel and an unfinished painting. Some people will associate Morocco with Rick’s Café, the fictional nightclub made famous in the film ‘Casablanca’, Regular moviegoers will know that many epics have been filmed in the Moroccan high country and desert around the southwestern town of Ouazarzate (pronounced wa-zar-zat). Fans of windsurfing certainly know about the annual competitions held in Essaouira (pronounced ez-ah-wee-ra), which calls itself ‘Windy City Africa’, Equally, soccer fans will recognize the name of Mustapha Hadji, African Player of the Year in 1998, who has played for several teams in Europe.