Male’, Maldives, 4th September 2023 – The Maldives Marketing & PR Corporation (MMPRC) has wrapped up its highly impactful advertising campaign in collaboration with BBC Global. This ambitious campaign was meticulously designed to achieve multiple goals that transcend mere tourism promotion.
At its core, the campaign’s primary focus was on raising global awareness and fostering a sense of consideration for sustainable development, experiential tourism, and local-led initiatives within the Maldives. Beyond that, it aspired to entice travelers, especially the BBC’s extensive audience, into making repeat visits to the Maldives, all while shedding light on the plethora of tourism offerings and the incredible variety of experiences that this tropical paradise has to offer.
Traditionally, the Maldives has been synonymous with the concept of “one island, one resort,” predominantly attracting honeymooners and luxury travelers. However, this campaign aimed to shatter this perception, demonstrating that an unforgettable vacation in the Maldives is attainable across various accommodation options and price ranges. Under the campaign’s umbrella, ‘Unforgettable Maldives,’ emerged as a program dedicated to exploring these uncharted avenues, with the ultimate goal of attracting both returning and new visitors.
Furthermore, the campaign spotlighted the Maldives’ growing reputation as a world-class diving destination, further diversifying its tourism appeal.
This strategic campaign seamlessly integrated with MMPRC’s global marketing strategies, aligning itself perfectly with the promotion of the four distinct tourism products while staying committed to sustainable tourism development. To achieve this, the campaign delivered engaging content that celebrated the Maldives’ rich tapestry of people, places, and culture, accentuating its diverse and unique charm.
The campaign’s deliverables were nothing short of impressive, featuring a blend of digital ads, social media posts, TVC ads, videos, and branded content. Their reach extended to the vibrant markets of the Asia-Pacific (APAC), South Asia, and Europe, ensuring a remarkable 5,500,000 impressions guaranteed.
What adds even more luster to this success story is that this marks the third consecutive year of MMPRC’s collaboration with the prestigious BBC Global. Building upon the achievements of previous campaigns, this year’s results have been equally remarkable, with a staggering 312 million video views, 277,000 page views, and a social media reach exceeding 5.14 million impressions achieved in the last year’s campaign alone.
In summary, MMPRC’s partnership with BBC Global has not only successfully promoted the Maldives as a multifaceted travel destination but has also played a pivotal role in championing sustainability and diversity within the tourism industry, making it a remarkable case study in strategic destination marketing.