The Maldives Marketing and Public Relations Corporation (MMPRC) has announced the launch of a marketing campaign to strengthen the nation's position as a premier luxury travel destination in the United Kingdom. The initiative, slated to commence in April, will incorporate an extensive branding strategy featuring Maldives imagery across more than 100 taxis in London, as well as advertisements on buses, the London Underground, major airports, and business-class lounges.
Designed in partnership with Liverpool Football Club (LFC), the campaign blends outdoor and digital advertising to capture the attention of UK audiences. Its objectives, according to the Maldives' top tourism promotion board, extend beyond brand visibility, with a focus on stimulating last-minute holiday bookings and encouraging early reservations for the festive season.
Over its three-month duration, MMPRC has said, the campaign is expected to reach approximately 76 million individuals. This strategic effort aligns seamlessly with Visit Maldives'—the official tourism brand of the Maldives—overarching goal of solidifying its appeal among luxury travellers.
The partnership with Liverpool FC, a club with a vast international following, is central to the initiative's global aspirations. Through the club's network of 316 official Supporters Clubs across more than 100 countries, MMPRC seeks to extend its reach to key markets in Europe, the Middle East, India, and China.
Projections from MMPRC suggest that this collaboration will attract an additional 100,000 visitors in 2025, contributing an estimated USD 200 million in tourism revenue. An investment of USD 2.5 million underpins this ambitious marketing push, according to the tourism promotion board.
MMPRC also anticipates an impressive annual return on investment (ROI), estimated at twenty times the initial expenditure. Beyond traditional advertising, MMPRC has said, the initiative features dynamic activations, including appearances by Liverpool FC legends, immersive fan zones, joint events at global trade fairs, and interactive digital engagements designed to capture diverse audiences.
Previous campaigns have laid a strong foundation for this initiative. For example, MMPRC has said the Berlin taxi and outdoor advertising campaign earlier this year in Germany earned widespread recognition and underscored the value of strategic partnerships within the industry.