Maldives Association of Travel Agents and Tour Operators (MATATO) has launched a marketing campaign in London, using cabs to promote the Maldives Travel Awards platform.

To coincide with the World Travel Market (WTM) London, which kicked off on Monday, a fleet of London’s iconic black cabs has been wrapped with the colours of Maldives Travel Awards. The cabs also showcase spectacular sights of the Maldives.

In a statement, MATATO hailed it as the first exclusive marketing campaign launched outside the Maldives for the Maldives Travel Awards, after its international debut two years ago in Dubai. Apart from the campaign, advertisements have been put up at the Maldives main Velana International Airport and across capital Male as well as published through print, online, TV and social media, it added.

“Since the launching of the awards six years back, we had the vision to develop this product as a marketing platform for the participants and winners of the Awards. At the same time, we are also strengthening our presence in local and international travel marketplace, and in the news and social media networks, which in turn also increases the exposure and return for our sponsoring partners,” MATATO President Abdulla Ghiyas Riyaz was quoted in the statement, as saying.

“This year we have gone beyond what we had promised for our sponsors in terms of exposure and marketing opportunities, with the awards.”

According to MATATO, the marketing campaign in London will continue after WTM for a period of one month.

Initiated in 2012 by MATATO, Maldives Travel Awards celebrate and honour the best tourism and hospitality products in the Maldives, while fostering relationships with suppliers and local travel agents. From 20 categories in 2012, the awards have now expanded into three editions totalling 55 categories.

This year, MATATO has for the first time branched out the prestigious awards into three categories; the People’s Edition, which recognises successful pioneers and long serving individuals in the tourism industry, a Guesthouse Edition, which celebrates the outstanding performance of the up and coming guesthouse sector, and the Grand Gala, which is exclusive for winners in the categories for resorts, airlines and liveaboards.

As the first event held under the Maldives Travel Awards brand, Adaaran Select Hudhuranfushi hosted the People’s Edition on July 13, where 10 individuals were recognised for their immense contributions to the development of the Maldives tourism industry.

The Guesthouse Edition, held in the island of Maafushi on October 30, expanded on the recognitions awarded to guesthouses by MATATO as part of the Maldives Travel Awards, and celebrated the outstanding performance of the guesthouse sector.

The Grand Gala will be held in Adaaran Select Hudhuranfushi resort in November. Voting for the Grand Gala is now open.

The non-profit will also combine the Grand Gala with the travel conference happening a day before at Bandos Maldives resort, bringing an international audience of industry experts.