With the reopening of the Maldives’ borders on 15th July 2020, Maldives Marketing and Public Relations Corporation (MMPRC) has launched an outdoor campaign in major parts of the UK to promote the destination as a safe haven for travelers, as travel resumes in the new normal.
Under this 2-month long campaign, Maldives will be promoted in the most prominent areas of London, including Kensington roadside, Waterloo station, Westfield London mall, Liverpool Street Station, Blackfriars Station, Cannon Street Station, City Thameslink Station and Fenchurch Street Station. Among these locations, Waterloo station screen is the largest indoor digital screen in Europe and it is a major railway and underground station in London which is also the busiest bus station in the UK.
The key objective of this campaign is to reassure tourists in the UK that the Maldives remains a safe and secure destination to travel to post COVID-19, due to its unique geographical formation and one-island-one-resort concept. Furthermore, the campaign aims to showcase Maldives as an ideal choice for long haul travels and will guarantee brand exposure to a large number of Londoners, inspiring them to choose Maldives as their next holiday destination.
The photos and publications included will present Maldives as a country with geographically isolated islands which will be safe to travel in the future as well. Moreover, a list of exciting activities tourists can experience on their vacation in Maldives will be highlighted.
With the UK being one of the leading markets in terms of arrivals to the Maldives post border reopening, MMPRC continues in its efforts in popularizing the destination within the market. In this regard, several marketing and promotional activities have been planned for the remaining months of the year including campaigns with several online and digital travel trade media and leading OTAs.
During this year, Maldives was also promoted via the BBC Travel Show and in the UNITE Indian Ocean & Middle East Event, Travel Weekly, Familiarization trip and several online and printed articles.
Prior to the lockdown in March, a total of 7,288 visitors from the UK arrived in the Maldives this year whereas there has been an arrival of 1,587 tourists from the UK since the border reopened on 15th July.