Male’, Maldives, 29th June 2022 – MMPRC / Visit Maldives has initiated an advertising campaign with DestinAsian, an award-winning magazine focusing on the Southeast Asian and Asia Pacific regions. The campaign, held from June to August 2022, is targeted at strengthening and promoting the Maldives brand presence in the Southeast Asian market.
Established in 2001, DestinAsian is the leading award-winning travel magazine in the Asia-Pacific region with a readership of 98, 364 per edition. The magazine offers a regular line-up of sections on the latest cultural, lifestyle, and hospitality news around Asia and the world. The DestinAsian Readers’ Choice Awards gave recognition to the Maldives with the title of ‘Top 5 Best Island’ in 2022.
This campaign will include a full-page advertisement as a ‘Thank You’ from the destination to the readers. The campaign also includes social media posts advertising The Golden Jubilee of Tourism and the Maldives’ advantage of being a ‘Safe Haven’ for travelers. The campaign will also see a dedicated EDM email blast and a bonus 2-month MPU 2 banner in the DestinAsian website.
From January to March 2022 Maldives welcomed 3,990 tourists from the SEA market. MMPRC has successfully completed several marketing campaigns for this market so far in 2022, including a marketing campaign with Travel Weekly Asia and participation in fairs such as MATTA 2022.
This campaign aims to maintain brand visibility in the SEA Market and to maximize the visibility of the Maldives within the online platforms of the market. The campaign highlights the natural geographic advantages of the Maldives – its scattered islands allow natural social distancing. It also markets the individual products including resorts, hotels, guesthouses/homestay and liveaboards in the SEA market. The strategy is based on informing the travel trade and travelers about the latest travel guidelines and unique experiences available to holidaymakers in the Maldives.
This campaign, as with the other campaigns by MMPRC, falls under a new short term strategy devised to address the evolving geopolitical climate in the world following the effects of the Russia-Ukraine war. With Russia and CIS topping the arrivals figures in recent years, the strategy is aimed at mitigating the potential negative impact on arrival numbers from this region by restrategizing marketing activities in selected markets to minimise the potential adverse effects on the Maldives tourism industry and the nation’s economy.
