Expedia · Morocco
Rediscovering a familiar destination by taking the untrodden path.
Creator strategy · Social strategy · Brand partnership
Role · Creative Strategy Lead
Feeling · Curiosity
Summary
Expedia wanted to inspire younger travellers to visit Morocco. We took creators off the usual path, following an itinerary designed to reveal something different—then let each creator make the journey their own.
Creator strategy · Social strategy · Brand partnership
Role · Creative Strategy Lead
Young travellers wanted more than postcard content. They wanted to feel what a place was really like.
For 18–35-year-olds, trusted creators made unfamiliar places feel imaginable.
Explore the Morocco travellers knew less about and give them a reason to seek it out.
Through food, local experiences and places along a less-trodden path, we revealed another side of Morocco.
The Less-Trodden Path.
Not simply a list of places to visit, but a journey of discovery told through the people taking it.
TikTok · Instagram · YouTube · Microsites