Maldives Marketing and Public Relations Corporation (MMPRC) has signed a global advertising agreement with BBC Global News, incorporating their in-house commercial content studio, BBC Storyworks.
The agreement was signed by the Chief Executive Officer (CEO) and Managing Director Thoyyib Mohamed and the Senior Vice President, Commercial Operations, BBC Studios Nick Charlton. The agreement will see MMPRC launch an international advertising campaign with BBC Global News, designed to showcase the nation as a safe, prepared, and welcoming luxury destination, through the voices of the people of the Maldives.
Speaking about the agreement signed with BBC Global News, Thoyyib noted the campaign aligns with the global strategies of MMPRC for the year, which focuses on maintaining the visibility of the Maldives as a holiday destination. He stated that the campaign would assist MMPRC in promoting the Maldives as a safe haven prepared to welcome tourists, adding the different aspects and segments of Maldivian tourism, including the stories of the people, would be shared globally online on BBC Travel, the dedicated features website of the BBC.
SVP Commercial Development APAC, BBC Global News Alistair McEwan said as consumers continue to dream about their next travel opportunities and choices of destination, audiences are seeking clear information on safe travel and tourism, as well as wanting to be inspired by amazing destinations, cultures, and experiences. He added with decades of experience in premium storytelling heritage within BBC StoryWorks, they are delighted to be partnering with MMPRC to be able to showcase their wonderful stories to global audiences. MMPRC said activities within the campaign are further aligned with the global marketing strategies, focused on maintaining tourism sustainability, from December 2021 through to March 2022.
During the campaign, relevant and engaging content about the people, places, and culture that make the Maldives so wonderfully diverse and unique will be circulated on the international digital platforms of the BBC which will include specially commissioned brand stories and videos created by BBC StoryWorks as well as social media promotion. The campaign aims to further promote the Maldives as the ideal travel destination that caters to the needs and wants of travellers in the era of the new normal. It will focus on marketing the destination as a safe haven and promote the experiences unique to the Maldives while providing information on the stringent measures in place for Maldivian tourism products such as resorts, hotels, guesthouses, and liveaboards. It will also highlight the geographically scattered nature of the island nation, which provides natural social distancing for travellers.
This year celebrates an exceptional year to visit the Maldives, the Golden Jubilee celebration of tourism in the Maldives kicked off earlier last year with plans to conduct new and exciting activities throughout the year. MMPRC has planned over 60 in-person events for the year, including 11 fairs, roadshows, and events scheduled for just the first quarter.