The Maldives Marketing & PR Corporation (MMPRC / Visit Maldives) has concluded the advertising campaign with BBC Global to promote the Maldives worldwide. The campaign was designed to raise awareness and consideration for driving sustainable development, experiential tourism, and local-led initiatives in the Maldives. It further aimed to drive repeat visitation to the Maldives from the BBC audience through this content and raise awareness of the diversity of tourism products and segments and the variety of experiences available in the Maldives
The campaign promoted the Maldives as the ideal travel destination that caters to the needs and wants of travellers in line with emerging travel trends. Typically the Maldives brand is associated with the one island one resort concept, as a world-class honeymoon destination and visitors only know about the high-end resorts while there are other accommodation options.
The overarching message behind this campaign focused on showing visitors that they can have an unforgettable holiday in the Maldives across a range of accommodation options and price points. Unforgettable Maldives, one of the programmes created through this advertising campaign, examined these emerging avenues in the Maldives to attract repeat and new travellers. The campaign also showcased the emergence and growth of the Maldives as a world-class dive destination.
Activities within this campaign were aligned with MMPRC’s global marketing strategies, focused on promoting the four tourism products and ensuring sustainable tourism development. During the campaign, relevant and engaging content about the people, places and culture that make the Maldives so wonderfully diverse and unique was circulated on several international digital platforms. The deliverables for this campaign included digital ads, social media posts, TVC ads, videos and branded content. Targeting the APAC, South Asian and European markets, the campaign will have over 5,500,000 impressions guaranteed.
This is the 3rd year that MMPRC conducted a global advertising campaign with BBC. The campaign from the previous years showed incredible success, reaching over 312 million video views, 277,000 page views, and over 5.14 million social media impressions in last year’s campaign alone.