We invited local artists like the U.K.’s Peachzz and France’s Matthieu Pommier to experience the energy, colors, and collective spirit of Morocco firsthand. On their return, they created murals inspired by their trips in high-traffic urban areas in London and Paris, with QR codes near each mural to help visitors connect directly with the dedicated digital hub to encourage further discovery of Moroccan destinations. We then extended the campaign to supporting media placements on Paris’s T2 tram line, bringing the artwork and destination messaging to commuters across the city.