Challenge
American travel to Morocco is climbing, with 402,377 US visitors in 2024, up 7% on the year before, and Delta answered with its first direct Atlanta–Marrakech route: three flights a week on a 238-seat Boeing 767-400, starting October 2025.
As only the second direct air link between the United States and Morocco, the announcement mattered well beyond aviation press: it was a tourism story, a business story and an institutional one.
Approach
DaBuzz drafted a bilingual English–French press release and distributed it across Morocco, Algeria, Tunisia, Egypt and the Gulf, activating travel, aviation and business journalists in each market.
Moroccan ministers and institutional figures amplified the announcement on their official channels, extending the story beyond the media wave.
Results
35 proactive news stories and 15M potential social media impressions. In Morocco, the announcement travelled from Le360, in French and Arabic, to Telquel and Hespress English, while 2M's coverage tied the route to the ONMT partnership.