Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) has collaborated with ‘Surf Session’, a media platform dedicated to surfing. An exciting familiarisation trip and a digital campaign were conducted to promote the Maldives as a leading surf destination in the French market. The digital campaign was conducted on social media and the Surf Session website.
During the first part of the campaign, a young surfer, Kyllian Guerin, accompanied Surf Session on a week-long trip where he surfed and explored the best waves of the Maldives. Ayada Maldives, Adaaran Select Hudhuranfushi, and Cinnamon Dhonveli Maldives hosted this familiarisation trip. Kyllians’ journey was captured, and brand content in the form of Instagram stories, posts, articles and banners were disseminated on Kyllian Guerin and Surf Session social media platforms and official website. As for the second part of the campaign, digital and print articles highlighted the surf lifestyle in the Maldives and were published on the Surf Session website. Additionally, an exciting video of Kyllian’s journey in the Maldives was posted on YouTube, showcasing the beauty of the surf spots of the destination.
The campaign strengthened Maldives’ presence as a premium surf destination and drove excitement among Surf Session’s readership and surfing community. The campaign increased visibility for French surfers and further strengthened the Maldives brand in the French market. Collaborating with prestigious media like Surf Session and influential personalities like Kyllian Guerin allows MMPRC to capture the attention of potential surfers and travel enthusiasts alike, encouraging them to choose the Maldives as their preferred holiday destination. The entire campaign resulted in a collective reach of 919,209.00.
France is currently ranked at #8, with 41,072 arrivals as of 31 October 2023. MMPRC is consistently promoting the Maldives in the French market through various marketing activities. This year, MMPRC conducted a campaign with Vogue France and IFTM Top Resa 2023. They also planned to promote the Maldives at ILTM Cannes 2023 later this year. These marketing activities ensure the Maldives remain a top-of-mind destination for travellers from the French market.
