The Maldives Marketing and Public Relations Corporation (MMPRC) has signed an advertising and branded-content partnership agreement with CNN International Commercial to promote sustainable initiatives from the Maldives. The agreement was signed by the Chief Executive Officer (CEO) and Managing Director of MMPRC Thoyyib Mohamed and Abhijeet Dhar, the Director -Sales CNN International Commercial. The global campaign will be held from May to June 2023.
MMPRC said the campaign will present a unique side to the Maldives by highlighting the local and grassroots projects that preserve the natural beauty and environmental biodiversity of the Maldivian isles. Through the campaign, CNN will highlight how the Maldives caters to a new wave of environmentally-conscious travellers. From recycled resort interiors to volunteer-based conservation programmes and community appreciation, the campaign will highlight Maldivians leading the path of sustainable tourism and cultural preservation in the Maldives. Throughout the campaign, CNN will circulate dedicated content on digital and broadcast mediums under the theme The Journey Matters in 2023, including articles, videos, commercials and social media posts which will have a mass global reach.
Speaking about the partnership, Thoyyib expressed that the Maldives is leading the way in sustainable tourism, and it is time that we promote and highlight the locals at the forefront of these initiatives to a large global audience. Abhijeet Dhar also spoke regarding the partnership, stating that the Maldives continues to impress the world with its innovative and indigenous techniques employed to preserve the natural beauty of the islands. He further noted that compelling storytelling and engaging branded content of CNN can play an important role in highlighting the Maldives as a sustainable destination among environmentally conscious travellers.
It is the fourth time MMPRC is teaming up with CNN to promote the Maldives. Previously, three incredibly successful campaigns were conducted during the COVID-19 pandemic to maintain destination presence in the global market.