Thales
A technology announcement for Moroccan media
A new agreement between Thales and Royal Air Maroc brought a technical aviation subject into the business press. Working with African Media Agency, we supported the local media work around the announcement, from adapting content to coordinating interviews and reporting the first publications.
- Where
- Morocco
- When
- October 2026
- Our role
- Local media relations & spokesperson support
- With African Media Agency
Our role
With African Media Agency, we supported the Moroccan media work around the AvioBook Flight / Royal Air Maroc announcement. The engagement combined content adaptation, executive preparation and interview coordination.
Explore the outcome
Press + interview
Published formats
Business-press reporting and a video interview around the announcement.
French + Arabic
Languages in the coverage
The first reporting shared with African Media Agency included both languages.
The context
In October 2026, Thales announced that Royal Air Maroc had selected AvioBook Flight, an electronic flight bag developed by a Thales company. The agreement concerned the digital tools used by pilots and the airline’s ground teams before, during and after a flight.
The subject combined a commercial announcement with a technical explanation. Reporting needed to make clear what the agreement covered and what an electronic flight bag does. The wider context was Thales’s existing relationship with the airline and its presence at the Marrakech Airshow.
Make a technical announcement accessible to local media.
Our role with African Media Agency
We worked through African Media Agency on the Moroccan media support. Our remit brought together local media relations, executive preparation, release localisation and the coordination of interview opportunities. African Media Agency remained the agency partner through which we delivered this work.
The local activity depended on the announcement material and the people available to explain it. We worked with the partner team on language versions, spokesperson requirements and journalist arrangements, connecting the central communications team with the practical needs of Moroccan media.
From the announcement to interviews
Our work included adapting release material and supporting the preparation of executive media exchanges. Alongside the written announcement, we coordinated interview opportunities that allowed journalists to discuss the subject with a spokesperson.
After publication, we shared the first Moroccan coverage with African Media Agency. This included French- and Arabic-language reporting and an Assabah interview published in video form. The announcement and the interview were different outputs: one set out the agreement, while the other gave the spokesperson a format in which to explain its context.
What we delivered
Local-language content
Release localisation for the Moroccan media work.
Spokesperson support
Executive preparation and coordination of interview opportunities.
Media relations
Local journalist coordination and initial coverage reporting.
Enlarge excerptThe announcement in French
The release introduces the Thales and Royal Air Maroc agreement and explains AvioBook Flight’s uses. This excerpt shows the material distributed to media, alongside spokesperson exchanges coordinated with African Media Agency.
View the publicationThe published result
Le Desk, LeBrief and Les Éco published the announcement on 12 October. Their coverage described the agreement and explained the move from paper-based flight documentation to digital tools. The selected publications below show how the subject appeared in the Moroccan business press.
Our contribution was the local communications work behind that introduction: content adaptation, spokesperson support and media coordination, delivered with African Media Agency. The written announcement and the interview gave the partner team published material explaining the agreement and its context.
The story in public.
Selected reporting and announcements from the project.
- Le Desk · 12 October 2026Explaining the new flight toolsReporting on the five-year agreement and the role of an electronic flight bag.Read the announcement
- LeBrief · 12 October 2026The agreement in its airline contextThe announcement, the planned deployment and its place in Royal Air Maroc’s development.Read the announcement
- Les Éco · 12 October 2026The AvioBook Flight announcementPublication of the announcement and statements from AvioBook and Thales.Read the announcement