Royal Air Maroc is Morroco’s national airline carrier. To date, marketing in the US had been conducted on an ad hoc basis resulting in low brand awareness and ticket sales. In order to solidify Royal Air Maroc’s position as Airline of choice for African destinations, and beyond, their customer base had to be expanded. We conducted a Brand Strategy workshop. We identified and prioritized industry trends, customer personas, and unique differentiators that identified a new target audience that seeks exceptional experiences rooted in authenticity and heritage as well as efficiency, technology, connectedness and takes a streamlined approach to travel. We crafted a NA Brand Awareness platform and an 18-month Marketing & Communications Plan with new positioning, messaging and design for a campaign that leveraged all marketing channels to focus on US affluent business and leisure travellers as well as growing the existing African diaspora customer base and loyalty.