Under the “Rediscover Maldives…the Sunny Side of Life” campaign, Maldives Marketing and Public Relations Corporation (MMPRC) has kick-started two campaigns with Dnata Travel and Emirates Women.
According to MMPRC, the two-month joint campaign with Dnata Travel will promote Maldives through a dedicated Maldives page on Dnata Travel’s website, EDMs, promotional videos, paid social media advertisements, promotional flyers (digital and print), retail POS advertising, training programs, and PR initiatives.
Furthermore, a two-week advertising campaign with Emirates Woman will focus on articles highlighting traveling to Maldives for UAE residents. These articles will include attractive images as well as links which will give readers a better picture of the destination. In addition, their newsletter and social media platforms (Facebook and Instagram) will be utilized to bring out the full benefits of the readership. MMPRC estimates an increasing reach of450k website views and 243k social media followers through the campaign.
The key objective of both campaigns is to increase the destination presence and tourist arrivals by reassuring tourists in the Middle East that Maldives remains a safe haven for all travelers to enjoy. In this regard, the messaging would highlight the safety measures that are undertaken by the Maldives along with the naturally distant islands that are geographically isolated which adhere to the idea of safe travel.
Dnata Travel is the UAE’s longest standing travel provider with more than 60 years of experience in the industry. The company’s multi-channel offering includes stores across the UAE and GCC, a call center offering 24/7 support, a website (dnataTravel.com), and social media presence with prominent reach.
Emirates Woman is the leading women’s fashion and lifestyle brand in the region, with over 40 years at the forefront of publishing in the Middle East.
The Middle East is one of the leading markets in terms of arrivals to the Maldives. In 2019 the market recorded 60,003 tourist arrivals a 15.1% increase compared to 2018. It also recorded 13,436 visitors prior to the lockdown and 2,799 visitors after the border reopening, making it the number one arrival source since then. Thus, MMPRC continues in its efforts in popularizing the destination within the region.
In early 2020, Maldives was promoted in the Middle East by conducting media FAM trips, marketing campaigns through Vogue Arabia, mall and taxi branding and the virtual Arabian Travel Market (ATM) 2020.