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Maldives Marketing and Public Relations Corporation (MMPRC) has initiated a digital and print advertising campaign with the popular German lifestyle magazine, Falstaff. The campaign will be conducted from June to August.
Falstaff is a German lifestyle magazine offering a perfect combination of lifestyle and well-founded information around the topics of wine and drinks, food, and travel. MMPRC said Falstaff will be advertising the Maldives as a preferred holiday destination on their e-magazine as well as the print version of the magazine, in English and German language, with a combined circulation of 100,000 copies distributed globally. MMPRC said the advertising campaign with Falstaff aims to carry out a campaign for content to be targeted to affluent travellers to inspire and influence their decision-making.
MMPRC said partnering up with a high-end publication such as Falstaff enhances the brand presence of the Maldives in the region, and the online and offline components of the campaign ensure there is significant reach to promote the Maldives in three different markets in the region: Germany, Austria, and Switzerland. The campaign also promotes individual tourism products of the Maldives, resorts, guesthouses, hotels, and liveaboards. The campaign aligns with the strategy to maintain destination presence in the region and to efficiently promote various segments of tourism, according to the MMPRC. The strategy aims to assist the destination to increase future bookings and arrival figures from Germany, Austria, and Switzerland.
The Maldives welcomed over 1.3 million visitors in 2021, out of which 94,784 were visitors from Germany, Austria, and Switzerland. The German market is among the top-performing sources of tourist arrivals to the Maldives this year as well, with 62,950 arrivals as of June 8, ranking at number four. MMPRC has been holding several activities to maintain destination presence and increase arrivals from these countries. It includes joint marketing campaigns with TUI Austria, TUI Germany, Condor, and FTI. MMPRC also participated in fairs such as ITB Berlin, IMM, and IMEX 2022. MMPRC said there are several more exciting marketing campaigns planned for the market this year, such as destination e-learning campaigns, digital and social media marketing campaigns, and a Maldives roadshow in Germany.