After winning the account following a global new business pitch, BETC unveils the “Kingdom of Light” campaign with the ambition to support tourism and reveal the infinite beauty of this land. The campaign is an opportunity to value and celebrate the richness of Morocco, especially after a long period marked by a health crisis that impacted the tourism industry in the country.

Famous for its uniqueness, the light in Morocco is an incredible source of inspiration for artists of yesterday and tomorrow, and also a source of movement and energy inspiring all of the senses.