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Taghazout Bay Launch Campaign

FAIRMONT

The Challenge

Taghazout Bay is a seaside resort open to a unique region in an exceptional natural environment. As part of the urban planning, construction and real estate offer of the Taghazout Bay resort, Akwa Group has developed "Fairmont Taghazout Bay" a residential offer of 52 villas under the Fairmont label and signature, with breathtaking ocean views.

The challenge was to create for Fairmont Taghazout Bay a 100% digital launch campaign, with the main objective to generate leads and build a database of potential Moroccan and foreign buyers.

Strategy

We focus on customers who are looking for new experiences to enrich their lives, and not only for primary residences in Taghazout Bay. Therefore, we tried to go outside s of classic communication codes used by competition by creating the LIVEMORE experience, making it the main product platform, as we believe that the ultimate luxury is to take the time to enjoy life to the fullest.

LIVEMORE is an experience that will trigger a driving energy and a desire to discover Fairmont Taghazout Bay.

Deployment and implementation:

Our strategy was based on 3 pillars:

  • The Website:
    • To offer an immersive experience in an interactive way, the visitor can move from one page to another with a simple scroll or click.
    • To host the brand content we created
    • To highlight different types of residences
    • To implement communication tracking tools in order to monitor visitor behavior and fine-tune our retargeting campaign.
    • To facilitate leads collection.

 

  • Influencers & Brand content :
    • We brought Lifestyle, Surf and Luxury influencers to live the experience, implement our LIVEMORE platform, and strengthen the brand image of Fairmont Taghazout Bay.
    • FashionMintea: Lifestyle influencer
    • Othman Choufani: Moroccan surfer
    • John Paul Pederson: Senior Designer at Wimberley Interiors.

 

  • Retargeting :
    • Launching a digital campaign to boost the range of our brand content while ensuring continuous traffic in our website which portrays the entire LIVEMORE concept. At the same time, we launched a retargeting campaign to capture visitors who showed their interest in the LIVEMORE experience while adapting the context, the message, and the banner according to the behavior of the Persona on the website.

The Results

Impressions +69 Millions

Views +1,26 millions

Clicks + 328 000

Sessions +280 000

Leads +63 000