MMPRC Promotes Maldives Via Campaign with Vogue France
Sunday 23rd of July 2023
Maldives Marketing and Public Relations Corporation (MMPRC) has successfully carried out a digital and print marketing campaign with Vogue France to promote Maldives to the French market. The month-long campaign was initiated on 30th May 2023 and focused on emphasizing the products and services available to visitors at the Sunny Side of Life. Through this campaign, MMPRC aimed to strengthen the Maldives’ brand visibility and boost arrivals from the French market.
Vogue France is a premier monthly fashion and trends magazine in the country with more than 90 years of experience in the field. Part of the reputed household name, Vogue, the magazine is considered both upscale and glamorous perfectly matching the tones and image of the Maldives in the French market. Therefore, this campaign in particular targeted to reach the niche affluent French travellers and other visitors from the region due to the strong presence of the Vogue brand in France.
Vogue’s audience mainly consists of 46% highly affluent travellers while its digital platforms boast a massive reach of 8.9 million unique visitors per month. The magazine’s engagement with the community is purely exceptional and its preceding reputation as a veritable source to deliver high-impact news about the best new products and services to potential visitors with varied lifestyles will help the Maldives further augment its brand among French travellers. Accordingly, this campaign will elevate the island archipelago as a preferred destination among the French travel trade.
The print component of the campaign advertised a picture of the Maldives on the front of its April issue, portraying the Indian Ocean destination as a luxury venue for potential travellers. Meanwhile. the digital component featured pictures of the Maldives on platforms; Instagram and Facebook with the generated content guaranteed to reach an audience of 300,000 views. Throughout this campaign, various luxury products and family-oriented services in the Maldives were marketed, including Maldives’ signature overwater bungalows, private cuisines and liveaboard experiences.
In addition to these offerings, the campaign also highlighted exclusive experiences available in the Maldives such as spending the night in an opulent, ‘all-amenities-included’ bubble tent, floating breakfast opportunities in private pools as well as the extensive spa & wellness services crafted by various properties in the Maldives. As of 03rd July 2023, France is the 8th top source market to the Maldives with an arrival figure of 30,770 tourists. Therefore, MMPRC is steadfast in promoting the products, experiences, and segments of Maldives in the French market and strives to maintain momentum and increase arrival figures in the coming months.