The engaged appeal approach is based on the « think-tanks » reunited during the 18 last months, in order to define, develop and promote the identity of Casablanca. The target? Involve the private sector, real locomotive of the new identity of the metropolis. This approach aims to bring all the parties involved parties around a common topics: entrepreneurship and investment, tourism, sports, without forgetting teaching and research.
Institutional players, representatives of major international groups, business owners, representatives of associations, professors, researchers, athletes… More than one hundred professionals were brought together in focus groups in order to build a brand that represents Casablanca’s diverse identity.
In addition to these focus groups, many individual interviews were conducted. Over 40 people were interviewed, including institutional players, various categories of players who live in Casablanca (entrepreneurs, researchers…) and people from Casablanca who live abroad. The point was to promote a common identity for the new projects and to offer a structured development basis for the future generations.