MMPRC / Visit Maldives has launched an advertising campaign with DestinAsian, an award-winning magazine focusing on Southeast Asia and the Asia Pacific region. The campaign, which will run from June to August 2022, aims to strengthen and promote the Maldives brand's presence in Southeast Asia.
With a readership of over 98k per edition, DestinAsian is the leading award-winning travel magazine in the Asia-Pacific region. The magazine publishes a regular schedule of sections that keep readers up to date on the most recent cultural, lifestyle, and hospitality news from Asia and around the world. In the DestinAsian Readers' Choice Awards 2022, the Maldives was named one of the "Top 5 Best Islands."
As a 'Thank You' from the destination to the readers, this campaign will include a full-page advertisement. The Golden Jubilee of Tourism and the Maldives' advantage of being a 'Safe Haven' for travelers are also promoted through social media posts. A dedicated EDM email blast will be sent out as part of the campaign, as well as a bonus 2-month MPU 2 banner on the DestinAsian website.
The goal of this campaign is to keep the Maldives' brand visible in the Southeast Asian market while also increasing its visibility on the market's online platforms. The campaign aims in promoting the natural geographic advantages of scattered islands, which allow for natural social distancing, as well as individual products such as resorts, hotels, guesthouses/homestays, and liveaboards in the Southeast Asian market. The strategy is based on informing the travel industry and travelers about the most up-to-date travel guidelines and unique experiences available to guests on vacation in the island nation.
It also falls under a new short-term strategy developed in response to the changing geopolitical climate in the world as a result of the Russia-Ukraine conflict. With Russia and the Commonwealth of Independent States (CIS) topping the arrivals charts in recent years, the strategy aims to mitigate the potential negative impact on arrival numbers from this region by re-strategizing marketing activities in selected markets to reduce the potential negative impact on the Maldivian tourism industry and economy.