The Algerian government has sacked the Marketing Director of Air Algerie, Bekhouch Elach, following a marketing campaign based on the country’s checkered history with neighbours Morocco.
The ministry cited mismanagement of resources days after the airline shared a post showcasing Tlemcen’s Moroccan heritage in the marketing campaign which Algeria sees as promoting the Moroccan heritage.
Also terminated were the contracts of two senior officials working at its flag carrier Air Algerie, following the scandal brought about by the advert campaign.
The First Ministry on Monday, announced the news of the sacking of the Air Algerie’s president and general director and another official whose name was not disclosed in the report.
Days before the decision, Air Algerie had come under fire for posting a Facebook advertisement explaining Tlemcen’s Spanish and Moroccan heritage, but the airline retracted the post hours later after a lot of backlash from the public.
As part of its marketing campaign, Air Algerie had shared an initial Facebook that read:
“Proud of its prosperous, glorious history, its Spanish-Moroccan runes, and its Andalusi style, Tlemcen is a city of art and history earning her the nickname of the ‘Pearl of the Maghreb.’”
But following public outrage, the airline put up another post hours later taking out all parts mentioning Morocco or Spain, were scrapped hours later, with a new post reading:
“Proud of its prosperous history, Tlemcen is a city of art and history earning her the nickname of the ‘Pearl of the Maghreb.’”
The adverts was seen as being offensive as it was not the first time Algeria has appeared to be attempting to rewrite history with the country notoriously claiming parts of Morocco’s heritage as its own, including Moroccan cuisine and traditional outfits, acts that have brought about tensions between the two countries.