Maldives Marketing and Public Relations Corporation (MMPRC) has partnered with Zee Network to conduct a joint month-long marketing campaign targeting the Middle Eastern market.
Under the campaign, MMPRC said advertisements of the Maldives will be broadcast on the two main Zee Network channels run for the Middle Eastern market, Alwan and Aflam, for a duration of 30 days. The 15-second spots will feature the Maldives as an ideal destination offering unique stay options and experiences for tourists seeking luxury, romantic, honeymoon, family, adventure vacation options and the campaign focuses on building high attention and visibility for the Maldives and leveraging the wide network reach of the Zee Network in the Middle East market, MMPRC said.
Zee Network has a wide reach in the Middle East market, from local and Arab expatriates to all South Asian audiences. Zee Alwan is an entertainment channel targeting Arabs in the Middle East and North Africa, offering a variety of content. Zee Aflam is the first and leading Bollywood movie channel in the region for the Arab audience. Beyond Bollywood, Zee Aflam premieres the latest Turkish movies, all dubbed in Arabic.
As per MMPRC, the Maldives advertisements on these channels during the campaign will run in six different programmes on Zee Aflam and five different programmes on Zee Alwan. The campaign is held as part of the marketing strategy of MMPRC for the Middle East, which targets to maintain the brand visibility and establish the Maldives as a top-of-the-mind destination for countries in this market. The strategy is also based on promoting the uniqueness of the Maldives as the world’s leading destination and market products including resorts, guesthouses, hotels, and liveaboards as well as our unique experiences.
Last year, Maldives welcomed 91,413 tourists to the country from the Middle East with Saudi Arabia ranked as the top 7th market for the Maldives. From January to February this year, Maldives has recorded 19,022 arrivals from the Middle East.