MMPRC Kickoffs Radio Marketing Campaign In India

Sunday 14th of May 2023

Maldives Marketing and Public Relations Corporation (MMPRC) has kicked off a radio marketing campaign in India to promote the destination in the Indian market. Held from April-May 2023, the campaign will target 10 major cities in the region and strengthen the Maldives brand. Moreover, it will maintain destination presence in the market through one of the oldest platforms of advertising: the radio.

The campaign will unfold in two phases, spanning 10 cities in total. During the first phase, it will cover Hyderabad, Bangalore, Chennai, Cochin and Trivandrum. In phase 2, the campaign will head to Northern India with cities such as Delhi, Mumbai, Ahmedabad, Chandigarh and Amristar featured as part of the radio marketing strategy. The campaign will be run on key radio stations in India including Radio Mirchi, Red FM, Suryan FM, Radio Mango and MY FM.

As part of the campaign, various experiences and information about the destination will be disseminated among listeners. The campaign particularly targets various types of travel trade individuals between the ages of 18-50 years, including travel trade stakeholders, solo travellers and more. A special raffles draw will also take place among listeners with the winners awarded a free holiday giveaway in the Maldives, sponsored by Medhufushi Island Resort, Adaaran Prestige Vadoo and Rui Hotels and Resorts.

This campaign aligns with MMPRC’s marketing strategy for the Indian market. The main objectives of this campaign are augmenting the Maldives presence in all aforementioned cities, promoting affordable holiday options and providing targeted advertising for honeymooners and family holidays combined with guest house stays.

India was the No.1 source market to the destination last year with 241,369 arrivals received by 31st December 2022, which is 14.4 percent of the total market share. MMPRC has been holding several promotional initiatives for this market to maintain destination momentum, such as digital and social media campaigns; participation in major fairs and exhibitions; media interviews; ad campaigns; outdoor advertising campaigns; familiarisation trips, and more. Many similar activities are planned to be held throughout 2023 for this market as well.