Air Transat Launches Nonstop Flights Between Montreal and Marrakech, Collaborating with UPPL to Tell the Story

Hannah Factor
The UPPL team on set at Farm Slimane, a permaculture farm and sanctuary in Marrakech. [photo credit: Frederic Buffaras]

The Pourquoi Voyager video, crafted by UPPL, celebrates Marrakech’s diversity, inviting Canadian travelers to explore Morocco, a country with boundless opportunities.

This June, Air Transat will be offering nonstop flights from Montreal’s YUL airport to Marrakech, the first airline in North America to connect directly to Morocco’s vibrant city. The flights will operate twice weekly from June to October 2024, and once weekly from November 2024 to April 2025.This new service comes at a pivotal time in Moroccan tourism, as the country aims to attract 17 million tourists by 2026 (source: UPPL Insights). A significant $245 million CAD investment has been made to expand the capacity of Marrakech’s Menara airport. This expansion will double the airport’s current capacity, reaching a total of 11.5 million passengers annually. (source: Reuters).

Adel El Fakir, CEO of the Moroccan National Tourism Office, emphasizes the importance of this new connection:

“Canada, and more specifically Quebec, is a market of major importance for Morocco. The Montreal-Marrakech route with our partner Air Transat is the first nonstop connection to Marrakech from North America. It will open up a wide range of possibilities for travelers, both in the ochre city and also providing access to the seaside resorts of Essaouira, Agadir, Taghazout, and tours in southern Morocco”(source: Newswire)

In their video and blog series, “Pourquoi Voyager,” Air Transat asks people around the world how travel has transformed their lives. These two-minute videos, featured in Air Transat’s digital and on-board ecosystem, highlight their top travel destinations. For the fourth episode, Air Transat collaborated with UPPL to produce a video showcasing Marrakesh, featuring Tamy Emma Pepin, UPPL’s President and Executive Producer.

The narrative developed by UPPL highlights the themes of connection and diversity in Marrakesh, which are of significant importance to Pepin. The content celebrates the connectivity of this dynamic North African city, illustrating how it enables connections to oneself, to nature and to others. Marrakesh is depicted as a vibrant urban tapestry, rich in urban planning, history, and geography. The city’s unique blend of old and new, and tradition and modernity, makes it a fascinating place to discover time and again.

UPPL was pleased to act as both the creative agency and production agency to bring the content to life. UPPL ideated and developed the creative aspects, including thematic strategy, narrative design, storyboarding and scriptwriting. With boots on the ground in Morocco, UPPL scouted and booked locations, as well as on-camera participants. Pourquoi Voyager Marrakech was filmed in diverse locations, including in the city’s renowned historical medina, Bosworth Property Marrakech, the Beldi Country Club, Sanctuaire Slimane, natural reserves around Lake Lalla Takerkoust, and at Meydene on M Avenue, which offers a modern interactive experience telling the story of Marrakech. 

Post production, including editing for multi formats, music acquisition and subtitling was also handled by the communications agency.

As Air Transat paves the way for increased connectivity between Canada and Morocco, travellers are presented with a unique opportunity to explore the Kingdom and discover its beautiful landscapes, rich craftsmanship, gastronomy, cultural offering, water sports and ecological practices. Morocco’s strategic location, infrastructure, diversified economy, stable political environment and favorable economic policies make it an attractive destination for expansion.

For more insights, statistics and opportunities about the potential in Morocco, contact our UPPL Maroc team at:
For creative campaigns, marketing services or all other requests, contact us here.
For team-building and curated Morocco experiences, contact our local experts at ARCHIE Maroc.

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