Following two incredibly successful global campaigns with CNN, Maldives Marketing & Public Relations Corporation (MMPRC / Visit Maldives) has signed an advertising and branded content agreement with CNN International Commercial to promote the Maldives to a global audience through persuasive storytelling. This campaign with CNN will be conducted from June till the end of October 2022. MMPRC campaigns with CNN in the past two years focused on promoting local talents, artists, and stories on a global scale. The success of these campaigns inspired us to continue our partnership with CNN in order to promote Maldives through local talents. 

The agreement was signed during a ceremony held at MMPRC headquarters on 25th May 2022 by Chief Executive Officer and Managing Director of MMPRC, Mr. Thoyyib Mohamed, and by Mr Abhijeet Dhar, Director Sales, South Asia, CNN International Commercial. 

CEO & MD Thoyyib stated that CNN had been instrumental in promoting the Maldives through immersive storytelling over the past few years. He said that the campaign will amplify the story of 50 successful years of tourism in the Maldives through a combination of storytelling with emotional resonance and cultural relevance, to elevate perceptions of the Maldives in the minds of travelers.

Speaking about the campaign, Abhijeet Dhar, Director Sales South Asia, CNN International Commercial, said “We are thrilled to take our campaign with MMPRC into the 3rd consecutive year for a global cross-platform campaign that brings Maldives’ travel experiences to life – especially when this beautiful country celebrates its 50th year of Tourism. Our campaign is a compelling combination of rich storytelling, adept branded content and unparalleled engagement that CNN has with its audience. This year we’ve also brought to fore a brand new immersive story-telling experience for our audiences to showcase the hidden gems of Maldives that are beautiful and undiscovered to our audiences across the globe.”

CNNIC's global brand studio Create will also roll out a branded content production under the concept ‘Rediscover Paradise’. This production will appeal to travelers through emotion, resonance, and relatability, and provide an opportunity for them to rediscover paradise. TV productions, digital videos and articles, social media campaigns, photo galleries, and audio tours are some of the diverse approaches CNN will utilize in its content production. This campaign will run adjacent to new upcoming travel and lifestyle content that CNN is developing about the Maldives to run across its TV and digital platforms.

The purpose of the campaign is to promote the Maldives beyond the sun, sand, and sea, delving deep into the rich culture, heritage, and threads of Maldivian society and lifestyle. Stories will be interwoven with the breathtaking beauty and wonder of the Maldives’ natural environment. The content produced in this campaign is designed to reach a global audience. MMPRC focuses heavily on providing exposure and opportunities for local talents and artists during global campaigns such as these. Therefore, we will emphasize promoting local talents during this year's campaign with CNN as well.

This is the third time we have signed a global campaign agreement with CNN in the past two years. Our first campaign was during the pandemic, and CNN was instrumental in promoting the Maldives as a safe haven in the global market. Our campaign in 2021 with CNN under the theme of ‘Reconnect Maldives’ explored different stories within the tourism industry, the different products and experiences available here, and why the Maldives remains one of the safest destinations. We are confident that our continued campaign with CNN will yield a successful outcome and maintain the Maldives as one of the leading tourist destinations in the world.

MMPRC continues exciting global campaign with CNN International Commercial

Media professionals from leading media outlets from India arrived in the Maldives by invitation from Maldives Marketing and Public Relation Corporations (MMPRC / Visit Maldives) for a familiarization trip. The team will be staying in the Maldives from 13th to 19th June 2022.

This team consists of professionals from the media outlets which includes Times of India, Financial Express, BW Business World, NDTV Food, and Travel Dine. The team is hosted at Kuramathi Maldives, The Residence Maldives and Noku Maldives where they are experiencing the world-renowned Maldivian hospitality, unique experiences, and different cuisines at their host properties. The theme of the familiarization trip is gastronomy, and they are experiencing the unique cuisines of the Maldives during their trip. The team will publish articles about the destination and the host resorts in their respective magazines and publications, which has extensive reach among travelers from India.

Officials from MMPRC visited Kuramathi and met with the two, holding discussions about ways to broaden efforts to further promote the destination in the Indian market. MMPRC representatives also shared a destination presentation with the members of the visiting team, giving the latest updates on travel guidelines to the Maldives, and interesting unique experiences available here.

The purpose of this familiarization trip is to promote the destination amongst potential travelers from India. The trip is expected to generate huge coverage highlighting the unique geographical advantage of our scattered islands and the one-island-one-resort concept which makes Maldives one of the safest holiday destinations in the world. It will further help to promote the unique experiences and individual tourism products of the Maldives (resorts, guesthouses, liveaboards, and hotels). This trip is organized as part of MMPRC’s marketing strategy for the India market, aiming to provide the latest information about the travel guidelines to potential travelers from the region.

The fam trip is forecasted to increase arrival figures and bookings from India to the Maldives. So far this year MMPRC has held a destination e-learning campaign with 2HUB, influencer familiarization trips and celebrity familiarization trips. There are two digital campaigns ongoing, with Thomas Cook and PickyourTrail. In addition to this MMPRC participated in OTM and SATTE this year focusing on the India Market. There are several other marketing and advertising activities in the pipeline for this market for this year.

As of 8th June 2022, India is the leading source market for the Maldives with over 104,800 tourists visiting the destination from this market. India contributed 14.3% to the market share from the total 732,884 arrivals recorded to the Maldives during this period. India was also the largest market in 2021 with over 278,740 travelers and a market share of 22.6%. Similarly, India was the largest market in 2020 with an arrival figure of 62,960 and a market share of 11.3%.

MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarization trips, marketing campaigns, webinars, and interviews. The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travelers from all over the globe.

Professionals from leading India media outlets arrive in the Maldives for familiarization trip

Nova Maldives has opened its doors. It was formerly Vakarufalhi Maldives, but after an expansive refurbishment it has opened up under new management and is now a part of Pulse Hotels & Resorts.

Offering a concept of modernity and an all-Inclusivity, a Community that provides a laid back place but also incites joy for the soul, Nova Maldives is designed for real connection.

Located in South Ari Atoll, the resort features an astonishing number of 76 land and ocean villas that include private terraces and show off the seemingly endless Indian Ocean views. In addition to these, they are surrounded with a pared-back and minimalist interiors that provide custom-made furniture, natural light and warm materials, delivering a truly tranquil atmosphere with all the natural splendour and much more abound.

Enrich the soul with good food and company in the vibrant dining areas of the resort's pool and communal spaces that will feed your soul with connections and laughter. Find spots around every corner, to socialise or retreat and take a moment to reconnect, kick back and relax.

Soul Kitchen (all-day dining, all-inclusive restaurant): Enjoy the freshest flavours from around the globe in a warm and welcoming all-day-in dining setting. With your selection from the mouthwatering buffet, take a seat and feast on the cuisine and relish in the breathtaking views across the Indian Ocean.

Flames (speciality grill): Head over to the most Stylish fine dining restaurant is the go-to for the most delicious grilled local fish, seafood and meat dishes.

Mizu (overwater Teppanyaki restaurant): offering you a unique Teppanyaki experience with a signature menu and live cooking stations, at Mizu, perched on stilts over the water, you will be be treated to fresh tropical flavours and seared ocean delights whilst taking in incredible views of the endless shades of blue of the horizon and beyond.

Solis (pool bar): Stop by Habitat on the beach for a selection of fine beer, wine, handcrafted cocktails and the most delicious crispy pizza and fresh snacks. Enjoy the live music and tropical tunes as you laze the afternoon away or step it up on the dance floor in the evenings to the funky beats of the DJ

Pulse Hotels & Resorts were established in 2015, and is led by Mohamed Khaleel and Sanjay Maniku, and owned by an investment company specialising on tourist resorts and other tourism related businesses in the Maldives, Deep Blue Private Limited. 

Founded in 2005 and having a proven track record of delivering innovative and complex development projects in the Maldives, Deep Blue Private Limited brings decades of expertise, experience, established values and solid financial base and insights to Pulse Hotels & Resorts.

Pulse Hotels also runs two more resorts in Maldives: The Nautilus Maldives and Kandima Maldives.

Nova Maldives, A Destination for Your Dream Vacation

Maldives Marketing & Public Relations Corporation (MMPRC / Visit Maldives) has kicked off a strategic outdoor advertising campaign in key locations in Switzerland. The campaign is conducted from 12th September - 9th October 2022 with the aim of boosting the Maldives’ brand visibility and destination awareness in the Swiss markets. 

For the duration of this campaign, advertisements showcasing the beauty of the Maldives will be posted on billboards and digital screens in two major locations in Zurich for a duration of four weeks. The advertisements are estimated to reach millions of views each month. In addition to the natural splendour of the Maldives islands, the advertisements will also inform potential visitors of the exciting experiences available to Swiss visitors in the Maldives. 

The Swiss market is among the top performing source markets for tourist arrivals to the Maldives this year, with 22,751 arrivals as of 14th September 2022. MMPRC has been holding several activities in order to maintain destination presence and visibility and increase arrivals from this market. This includes familiarisation trips, digital media, and a print campaign with Falstaff. More activities are in the pipeline for this market for the future. 

As the company responsible for marketing the Maldives as a destination abroad, MMPRC carried out 260 different marketing activities in 22 global markets last year, including fairs, roadshows, familiarisation trips, marketing campaigns, webinars, and interviews. The greatest testament to the success of these activities came late last year, as the Maldives secured the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, globally recognised as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travellers from all over the globe.

MMPRC Kicks off Strategic Outdoor Advertising Campaign in Key Locations in Switzerland

Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) successfully concluded the Tourism Marketeers Evening 2022, hosted to collect feedback, ideas, and opinions from the tourism industry stakeholders for the destination marketing strategies for the Maldives for the year 2023. The event was held on 28th September, Wednesday, at Meeruma. A total of 41 tourism professionals took part in the event from a diverse range of travel trade vocations including; Managing Directors; General Managers; Sales and Marketing Managers; and other relevant tourism professionals.

Stakeholder input has always been a key component of MMPRC’s strategic planning process. Continuing our annual Tourism Marketeers Evening, following a two-year hiatus due to the covid-19 pandemic, is one of several activities conducted throughout the year to gather industry ideas and feedback. We work closely with the tourism industry and our partners to direct a collaborative effort to best develop and market the destination brand. The primary objective behind hosting this event was to gather expert opinions from tourism industry professionals regarding marketing the Maldives as the most preferred destination.

Speaking at the event, the Chief Executive Officer and Managing Director of MMPRC, MR Thoyyib Mohamed stated that “MMPRC has always prioritised working in collaboration with the industry when we craft the strategies that promote the Maldives as a destination. The ideas, feedback, and even criticism we get from our industry partners are crucial to constantly keep improving our brand. I am extremely grateful to all the attendants for the tremendous support we received for this year’s Tourism Marketeers Evening.”

Together with our industry, we brainstormed ideas in order to align and formulate our promotional activities and marketing strategies. The event included sharing ideas on innovative destination marketing and discussions on delivering similar destination messages from the entire Maldivian travel trade rather than fragmented messages. Sessions such as this help us and the industry to build a cohesive, strong, and alluring ‘Maldives’ brand. The brainstorming sessions and feedback will also help us work even closer together with our industry partners in the years to come.

The Tourism Marketeers Evening saw discussions on marketing activities such as fairs, roadshows, and familiarisation trips, as well as exchanging ideas on markets, segments, social media and promotional materials. One of the most exciting discussions, under the theme of “Working together through challenges”, was on addressing uncertain situations that arise within the industry due to external factors, geopolitical circumstances, and averting and dealing with such crises as one. Tourism industry representatives also shared their ideas, opinions, and suggestions for MMPRC’s destination marketing plan for the upcoming year.

“This is my first time at MMPRC's Marketeers event, and I think we had some very nice ideas shared by our industry colleagues here. I think it would have been better if we had more time, maybe this could be a longer event? People have a lot to share and discuss when they are together, but we are not able to come together in one place like this very often, especially industry experts. Overall I think it was a great event.“ - Fathimath Reena, Business Development Director of Oaga Resorts.

“The event is very good, it's great to meet the MMPRC team and share our ideas with the industry stakeholders. Having people from the different areas of the industry coming together was very good. I would love to see more events in a casual environment from MMPRC, for brainstorming and networking.“ - Ali Ameen, Managing Director of Travel Beach Maldives.

“This was a very nice event. Lovely. It was so nice to meet everyone in person, all the helpful people from MMPRC, because you guys are so collaborative and we always talk over emails so it's great to meet everyone who is in touch with us. It was great to meet different members of the event who have different ideas and perspectives. Thank you so much“ - Anastasiya Babenko, Marketing and PR Manager of LUX South Ari Atoll.

The marketing efforts by MMPRC carried throughout the year is in part - a coordinated effort by all of our industry partners in the Maldives. By the end of August 2022, MMPRC has marketed the Maldives at; 32 fairs; 3 roadshows in 7 cities; 16 FAM Trips; 6 virtual events 12 joint promotions and 12 social media campaigns. Additionally, 63 other marketing campaigns had been conducted to great success. MMPRC also engages PR agencies to implement PR and Trade Strategies in 15 key markets around the world. The efforts of MMPRC and the Maldives tourism industry have yielded several awards and accolades over the past years. The most notable of these were in 2020 and 2021, as the Maldives secured the title of ‘World’s Leading Destination’ for two consecutive years.

The board and staff of MMPRC extend our deepest gratitude and appreciation to each and every single individual working in the tourism industry, and all professionals who attended the Tourism Marketeers Evening 2022 to share their ideas, thoughts, and feedback on how to continue to keep the Maldives at the top of holidaymakers dream vacation list. With the feedback and comments received, we will be able to achieve even greater heights in tourism promotion.

#Visit Maldives

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