Photo Credit: Visit Maldives
Visit Maldives continues to promote the Maldives through the global advertising campaign with CNN.
The Maldives is continued to be promoted as one of the safest destinations to travel to during the pandemic. The unique geographical structure of the archipelago provides natural isolation for tourists and helps prevent the spreading of COVID-19 between the islands.
The campaign commenced with the launch of the “5 reasons to Insta love Maldives” vignette and a video showcasing the luxury offerings of the destination, followed by the launch of “30 seconds of calm Maldives”, which showcased the serenity of the destination. To reach a larger audience globally, the destination has been featured on the CNN weather watch. A television commercial with local environmental advocate, Shaaha Hashim, has started airing on CNN starting this week. It narrates the strong passion for conservation by Shaaha, and shares an impactful message to the audience, along with the Maldives portrayed as a safe destination.
Furthermore, the Minister of Tourism, Honorable Dr. Abdulla Mausoom appeared on CNN’s First Move, for an interview with Richard Quest. During this interview, offer packages including working vacations or “workcations” for people who can work remotely, testing procedures, the effect on the Tourism Industry and the way forward were discussed in detail.
The campaign with CNN was one of the first global campaigns to launch after borders reopened on 15 July 2020. Several activities have since been carried out by Visit Maldives in top tourist markets to promote Maldives, in which over 412 different marketing activities have been carried out in 22 countries. Some of these include virtual fairs, webinars, FAM trips, online roadshows, outdoor campaigns, digital media campaigns, and more. A few notable campaigns have been the online roadshow in China, a global advertising campaign with Skyscanner and a global media campaign in various markets.
The initiation of the Maldives Border Miles loyalty program and the Allied Inbound Travel Insurance policy assists the efforts to entice travelers to Rediscover Maldives once again. The Minister of Tourism Honorable Abdulla Mausoom has inaugurated the “Maldives Border Miles” program, aimed to boost tourism in the Maldives. This is the first of its kind loyalty program developed in the entire world. Till 30th November 2020, Maldives recorded a total of 468,693 annual arrivals from different
markets, and since the borders reopened, arrivals have been slowly picking up for the destination with 85,846 arrivals in total.