Maldives Marketing and Public Relations Corporation (MMPRC) has initiated a campaign with Travel Daily Media aimed at increasing visibility for the Maldives in the Southeast Asia (SEA) market. The campaign will be held from July to September 2022.
Travel Daily Media is an online platform specialized in disseminating travel and hospitality industry news, opinion, and analysis for travel professionals. They have active subscriber bases and contributors in Asia, Europe, USA, Middle East, China and India. Their audience is made up of travel professionals from across the industry with a focus on travel and tour agencies, hospitality, aviation, cruising, MICE and Technology.
MMPRC stated the purpose of this campaign is to build high attention and visibility for the Maldives, maintain brand presence, raise brand awareness, and to represent Maldives as a top of the mind destination in the SEA market. It also aims to showcase the uniqueness of Maldives as the world’s leading destination.
Under this campaign, articles relating to Maldives will be posted on the front page of Travel Daily Media, and on their newsletter. Furthermore, social media posts will be circulated on their Facebook page, and the Maldives will be advertised on their website top banner and through the email sponsorship banner. An exclusive interview of MMPRC will also be posted on their platforms during this campaign.
Through this campaign, MMPRC will market the destination as one of the safest choices for tourists, highlighting the unique geography of the Maldivian scattered islands which provide ultimate privacy and security. It will also help MMPRC to promote Maldivian tourism products, including resorts, hotels, guesthouses, liveaboards, and the unique experiences available for tourists in the destination.
This campaign is conducted as part of MMPRC’s marketing strategy for the SEA market, which focuses on boosting arrival numbers to pre-pandemic levels by the end of the year. The strategy is also based on re-orienting the perception of Maldives solely as a honeymoon or luxury destination, and promoting other segments of tourism in this market.
The campaign comes under a new short term strategy devised to address the evolving geopolitical climate in the world following the effects of the Russia-Ukraine war. With Russia and CIS topping the arrivals figures in recent years, the strategy is aimed at mitigating the potential negative impact on arrival numbers from this region by restrategising marketing activities in selected markets to minimise the potential adverse effects on the Maldives tourism industry and the nation’s economy.
From January to July 2022, the Maldives welcomed 18,489 tourists from the SEA market. MMPRC has been holding several activities targeting this market, including joint marketing campaigns with major stakeholders, outdoor advertising campaigns, participation in fairs, hosting webinars, E-Learning programs and other events.