Maldives Marketing and Public Relations Corporation (MMPRC) has initiated a marketing campaign with the Italian sustainability lifestyle magazine Green Me. The campaign aims to re-establish the Maldives as a close-to-heart destination for the Italian market and to create awareness of sustainability practices and initiatives in the Maldives tourism industry. The campaign will be held from July to September 2022.
Established in 2009, Green Me is one of the leading online magazines on sustainable lifestyles in Italy. The brand aims to spread ideas and promote lifestyles that are attuned to nature. The website attracts over 10 million users and 70,000 users subscribe to the monthly newsletter.
Branded articles, social media posts, a newsletter, a banner, and a special category dedicated to the Maldives will be created on the Green Me website under the campaign. The content will promote the different segments of tourism such as romance, wellness, luxury, diving, and watersports. It will also create greater awareness of resorts, guesthouses, liveaboards, hotels, and experiences available in the Maldives. The content will especially highlight the sustainability initiatives and practices carried out by the tourist establishments in the Maldives. These include coral restoration projects, marine life conservation, environmental awareness, and more.
Interest in sustainability is a rising trend amongst Italian travellers. MMPRC will be able to position the Maldives as a leading sustainability destination in the Italian market. The campaign will also provide the opportunity for member properties to advertise their sustainability initiatives. Aligned with the strategy for the Italian market, the campaign will capitalise on the generational affinity that Italians have for Maldivians, with a more personalised campaign that relates to memories of parents and grandparents who spent their holiday in the Maldives.
The Maldives welcomed over 1.3 million visitors in 2021, out of which 27,332 visitors were from Italy. The Italian market is a traditionally important market to the Maldives. This year, approximately 50,000 travellers arrived from Italy to the Maldives.
MMPRC has been holding several activities to maintain destination presence and increase arrivals from the Italian market. These include joint marketing campaigns with Lonely Planet, Alpitour, Sporting Vacanze, Bluavacanze, and Mediamond. MMPRC also participated in BIT Milan 2022. There are several more exciting marketing campaigns planned for this market this year, such as familiarisation trips, the Maldives roadshow in Italy, and TTG Travel Experience.