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<p>The advertising campaigns launched by cities and development companies in recent years underscore the growing importance of visual and linguistic strategies in urban planning and development. These campaigns aim to attract investors, stimulate local economic activity, and enhance the city’s image regionally, nationally, and internationally. By leveraging strategic imagery, these campaigns demonstrate stakeholder commitment and the perceived quality of urban development projects.</p><p>This study examines two flagship projects in Rabat, the Corniche and the BouRegreg Valley, analyzing their marketing campaigns to reveal key messages and the underlying strategies employed. Through linguistic and semiotic analysis of promotional materials, including brochures, video clips, and leaflets, the study highlights how these campaigns construct narratives of modernity and exclusivity, emphasizing leisure activities, high-end residences, and international appeal.</p><p>The findings reveal that these campaigns primarily target affluent audiences, both locally and globally, reinforcing an image of Rabat as a prestigious and modern urban hub. However, this focus on luxury risks marginalizing socio-economic groups and raises concerns about inclusivity and cultural authenticity. By reflecting political and economic priorities, these campaigns contribute to an idealized representation of the city, while also exposing tensions between modernization and socio-cultural equity.</p><p>This analysis of Rabat’s targeted communication strategies provides critical insights into the symbolic and material dimensions of urbanism in Morocco. The study highlights the need for more inclusive urban branding approaches that integrate diverse narratives, ensuring that modernization efforts align with the aspirations of all city residents.</p>

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Rebranding Rabat: urban marketing and the transformation of coastal identities

  • 期刊论文

  • 发表日期：

    2025年2月10日

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  • Hicham Mouloudi

摘要

The advertising campaigns launched by cities and development companies in recent years underscore the growing importance of visual and linguistic strategies in urban planning and development. These campaigns aim to attract investors, stimulate local economic activity, and enhance the city’s image regionally, nationally, and internationally. By leveraging strategic imagery, these campaigns demonstrate stakeholder commitment and the perceived quality of urban development projects.

This study examines two flagship projects in Rabat, the Corniche and the BouRegreg Valley, analyzing their marketing campaigns to reveal key messages and the underlying strategies employed. Through linguistic and semiotic analysis of promotional materials, including brochures, video clips, and leaflets, the study highlights how these campaigns construct narratives of modernity and exclusivity, emphasizing leisure activities, high-end residences, and international appeal.

The findings reveal that these campaigns primarily target affluent audiences, both locally and globally, reinforcing an image of Rabat as a prestigious and modern urban hub. However, this focus on luxury risks marginalizing socio-economic groups and raises concerns about inclusivity and cultural authenticity. By reflecting political and economic priorities, these campaigns contribute to an idealized representation of the city, while also exposing tensions between modernization and socio-cultural equity.

This analysis of Rabat’s targeted communication strategies provides critical insights into the symbolic and material dimensions of urbanism in Morocco. The study highlights the need for more inclusive urban branding approaches that integrate diverse narratives, ensuring that modernization efforts align with the aspirations of all city residents.