Airline / Aviation
Royal Air Maroc: Selling Morocco to Lagos, one search at a time
A full-funnel search, social and programmatic campaign that put Marrakech and Tangier in front of two million Nigerian travellers and lifted bookings out of Lagos.
5.84M
Programmatic impressions
2.04M
Unique people reached
2.06M
Google Ads impressions
$0.09
Average CPC
The Challenge
Royal Air Maroc wanted to inspire Lagosians to discover the magic of Morocco and turn that inspiration into booked flights in a market where the airline had limited top-of-mind presence.
Objectives
Create top-of-mind awareness for Moroccan destinations, especially Marrakech and Tangier, among travellers in Lagos.
Increase consideration among frequent flyers, affluent professionals and business travellers.
Drive measurable traffic and flight bookings from Nigeria.
The Challenge
Objectives
Search Engine Marketing: appearing at the top of results the moment Lagosians searched for flights to Morocco.
Social media ads: eye-catching creative across Facebook, Instagram and LinkedIn showcasing the beauty of Morocco.
Google Display: reaching potential travellers across the sites they already visit.
Programmatic: algorithmic buying against premium inventory to hit the most relevant audience at scale.
LinkedIn Ads: engaging professionals with business travel needs in Morocco.
Programmatic audience targeting
To position Morocco as a preferred destination we deployed a highly targeted programmatic display campaign using audience intelligence and a premium inventory network.
Travel enthusiasts and frequent flyers
Middle and upper-income professionals
High-value mobile users and affluent digital consumers
Services deployed
Search Engine Marketing
Social Media Advertising
Google Display
Programmatic
LinkedIn Ads
Community Management
At a glance
Impressions
5,840,656
Reach
2,040,222
Clicks
7,799
CTR
0.13%
CPM
₦222.95
CPC
₦166.97
The Results
Programmatic performance
5,840,656 impressions delivered across Nigeria
2,040,222 unique users reached
7,799 clicks at a 0.13% CTR
₦222.95 CPM and ₦166.97 CPC on ₦1,302,202.51 spend
Google Ads performance
2,062,199 impressions and 7,981 clicks at $0.09 average CPC
81,449 total interactions from a $691 media budget
YouTube ‘Smiles To You’ campaign hit a 44.65% interaction rate
Search campaign delivered a 42.65% interaction rate
Business impact
The campaign exceeded expectations with a significant increase in bookings from Lagos to Morocco. Royal Air Maroc was delighted with the result and the attention to detail across reporting and account management.
The Receipts
Campaign dashboards
Programmatic dashboard: 5.84M impressions, 2.04M reach, 7,799 clicks.
Google Ads creative performance responsive display ad rated ‘Excellent’.
Marrakech and Tangier banner placements broken down by creative size.
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