Maldives advertising campaign featured on the Kensington Roadside in London.
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.
Following the reopening of the Maldives’ borders on 15th July 2020, Maldives Marketing and Public Relations Corporation (MMPRC) has launched an outdoor campaign on 3rd October in major parts of the UK to promote the destination as a safe haven for travellers in the new travel environment.
During this two-month long campaign, the Maldives will be promoted in the most prominent areas of London, including Kensington roadside, Waterloo station, Westfield London shopping centre, 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 is a major railway and underground station in London, as well as 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 the Maldives as an ideal choice for long-haul travel and will guarantee brand exposure to a large number of UK consumers, inspiring them to choose the Maldives as their next holiday destination.
The photos and publications showcased in the campaign will present the Maldives as a country with geographically isolated islands which will provide a safe environment for potential future holidaymakers. Moreover, a list of exciting activities tourists can experience on their holiday in the Maldives will also be highlighted throughout the campaign.
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 popularising 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, the Maldives was also promoted via the BBC Travel Show and in the UNITE Indian Ocean & Middle East Event, across Travel Weekly platforms, familiarisation trips with key media outlets as well as 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.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
