The Ministry of Tourism, Handicrafts, Air Transport and Social Economy, in partnership with “Aradei Capital” Group, Dar Al-Sanea Foundation and the Development Cooperation Office, has launched a large-scale promotional program. This program is aimed at marketing Moroccan handicraft products in 12 shopping centers belonging to “Aradei Capital” Group in ten cities of the Kingdom, within the framework of its efforts to support the actors of the traditional industry and to develop their activities, under the slogan “Traditional industry for all”.
This model operation, which will be repeated and generalized in the coming months, aims to offer artisans an opportunity to improve their income to mitigate the impact of the health crisis that has particularly affected the traditional industrial sector. It will also offer the possibility to prepare the actors of the sector and better equip them to access markets, especially through the opportunities offered by large and medium-sized commercial spaces.
This first operation targets a hundred traditional industrial individuals, cooperatives and self-entrepreneurs active in the sector, selected after inviting them to express their interest. It will allow them to promote and market their products in 12 shopping malls spread between Rabat, Casablanca, Marrakech, Fez, Meknes, Tangier, Agadir, Al Jadida, Safi and Temara, by providing them with dedicated spaces to display their products to customers who are looking for them, especially during the holy month of Ramadan.
Exhibitors will benefit from dedicated services to better promote their products and facilitate interaction with customers, including a unified packaging service and payment boxes at each site. Sales coordinators have also been mobilized to monitor the pace of the artisans.
In addition, a digital communication campaign has been launched to highlight the artisans, their knowledge and their products, targeting a large segment of potential consumers on social networks. It also benefits from the recently launched #Art_Is_Ana campaign, which has been followed by thousands of Moroccans, and which aims to encourage different categories of customers to consume products from the traditional Moroccan industry throughout the year.