Male’, Maldives, 27th April 2022 – Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has announced its partnership with Zee Network to conduct a joint marketing campaign targeting the Middle Eastern market.
During this month-long campaign, advertisements of the Maldives will be broadcast on the two main Zee Network channels run for the Middle East market, Alwan and Aflam. The 15-second spots will feature the Maldives as an ideal destination offering unique stay options and experiences for tourists seeking luxury, family, romantic, honeymoon, and adventure vacation options. The campaign focuses on building high attention and visibility for the Maldives and leveraging Zee Network’s wide network reach in the Middle East market.
Zee Network has a wide reach in the Middle East market, from local and Arab expats to all South Asian audiences. Zee Alwan is an entertainment channel offering a variety of content, targeting Arabs in the Middle East and North Africa. Zee Aflam is the first and leading Bollywood movie channel in the region for the Arab audience. Beyond Bollywood, Zee Aflam premieres the latest Turkish movies, all dubbed in Arabic. The Maldives advertisements on these channels during the campaign will run in 6 different programs on Zee Aflam and 5 different programs on Zee Alwan.
MMPRC has launched this campaign with the objective of maintaining the Maldives’ brand visibility and establishing the Maldives as a top of the mind destination for countries in this market. The strategy is also based on promoting the uniqueness of the Maldives as the world’s leading destination and marketing our products including resorts, guesthouses, hotels and liveaboards as well as our personalised experiences.
Last year, the Maldives welcomed 91,413 tourists to the country from the Middle East market with Saudi Arabia ranking as the top 7th market to its island nation. From January to February this year the country has recorded 19,022 arrivals from the Middle East market. MMPRC has revealed it has planned several activities targeting the Middle East market in order to maintain destination visibility. This includes joint-marketing campaigns, webinars, participation in major fairs and exhibitions, roadshows, and hosting familiarization trips. MMPRC continues to market the Maldives as a destination abroad with the hopes of spreading the magic of Maldivian hospitality to travellers from across the globe.