Case Studies - Travel


Custom Publishing

Moroccan Tourist Board


Sweden, Denmark, France, Netherlands, Italy, Portugal, USA, United Kingdom, Spain, Poland, Belgium



Following the Arab Spring, the Moroccan Tourist Board (MTB) wanted to entice and reassure potential visitors to Morocco. The MTB was looking for a wide-reaching medium to perfectly promote their country to key markets in 11 countries across Europe and North America. Metro proposed to MTB a stylish custom publishing solution that allowed them the freedom to project Morocco’s key touristic features with the expert help of Metro’s journalists and designers. Using the name “Metro Visits”, two sponsored features, were published in Metro newspapers and partners in: UK, France, Italy, Spain, Netherlands, Belgium, Poland, Portugal, USA, Denmark and Sweden. The first of these “Metro Visits”, which also appeared online, was published in September and the second ran shortly after in December.




- 80% of respondents remember having seen the supplement

100% say that it has changed either positively or very positively.