Business
Maldives continues exciting global campaign with CNN International
Following two incredibly successful global campaigns with CNN, Maldives Marketing & Public Relations Corporation (MMPRC / Visit Maldives) has signed an advertising and branded content agreement with CNN International Commercial to promote the Maldives to a global audience through persuasive storytelling.
This campaign with CNN will be conducted from June till the end of October 2022.
MMPRC’s campaigns with CNN in the past two years focused on promoting local talents, artists, and stories on a global scale. The success of these campaigns inspired MMPRC to continue its partnership with CNN in order to promote Maldives through local talents.
The agreement was signed during a ceremony held at MMPRC headquarters on 25th May 2022 by Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed, and by Abhijeet Dhar, Director Sales, South Asia, CNN International Commercial.
CEO & MD Thoyyib stated that CNN had been instrumental in promoting the Maldives through immersive storytelling over the past few years. He said that the campaign will amplify the story of 50 successful years of tourism in the Maldives through a combination of storytelling with emotional resonance and cultural relevance, to elevate perceptions of the Maldives in the minds of travellers.
Speaking about the campaign, Abhijeet Dhar, Director Sales South Asia, CNN International Commercial, said, “We are thrilled to take our campaign with MMPRC into the 3rd consecutive year for a global cross-platform campaign that brings Maldives’ travel experiences to life – especially when this beautiful country celebrates its 50th year of Tourism. Our campaign is a compelling combination of rich storytelling, adept branded content and unparalleled engagement that CNN has with its audience. This year we’ve also brought to fore a brand new immersive story-telling experience for our audiences to showcase the hidden gems of Maldives that are beautiful and undiscovered to our audiences across the globe.”
CNNIC’s global brand studio Create will also roll out a branded content production under the concept ‘Rediscover Paradise’. This production will appeal to travellers through emotion, resonance, and relatability, and provide an opportunity for them to rediscover paradise. TV productions, digital videos and articles, social media campaigns, photo galleries, and audio tours are some of the diverse approaches CNN will utilise in its content production. This campaign will run adjacent to new upcoming travel and lifestyle content that CNN is developing about the Maldives to run across its TV and digital platforms.
The purpose of the campaign is to promote the Maldives beyond the sun, sand, and sea, delving deep into the rich culture, heritage, and threads of Maldivian society and lifestyle. Stories will be interwoven with the breathtaking beauty and wonder of the Maldives’ natural environment. The content produced in this campaign is designed to reach a global audience. MMPRC focuses heavily on providing exposure and opportunities for local talents and artists during global campaigns such as these. Therefore, we will emphasise promoting local talents during this year’s campaign with CNN as well.
This is the third time we have signed a global campaign agreement with CNN in the past two years. Our first campaign was during the pandemic, and CNN was instrumental in promoting the Maldives as a safe haven in the global market. Our campaign in 2021 with CNN under the theme of ‘Reconnect Maldives’ explored different stories within the tourism industry, the different products and experiences available here, and why the Maldives remains one of the safest destinations. We are confident that our continued campaign with CNN will yield a successful outcome and maintain the Maldives as one of the leading tourist destinations in the world.
Maldives on Thursday welcomed the one millionth tourist to visit this year.
The one millionth tourist is a Thai named Sutapa Amonwivat, who arrived from Singapore with her husband and two children. This is her second visit to Maldives.
Maldives Marketing and Public Relations Corporation (MMPRC) and the Ministry of Tourism gave a warm welcome to Sutapa at the Velana International Airport (VIA) Thursday afternoon. She was welcomed at the VIA by tourism minister Ibrahim Faisal, MMPRC Managing Director Ibrahim Shiury and senior officials of various relevant agencies.
After welcoming her with traditional offerings, she was presented with various gifts by the ministry, MMPRC, customs, immigration, Maldives Association of Travel Agents and Tour Operators (MATATO) and Trans Maldivian Airways (TMA).
Maldives reached one million tourists in June, three weeks earlier than last year. The number of tourists reached one million on July 16, 2023.
Maldives expects to reach 2 million tourists this year.
Chongqing Airlines on Monday began its inaugural flights to Maldives.
The Chongqing-Male route, scheduled three times a week, is expected to strengthen the bonds between China and the Maldives, opening up exciting new opportunities for tourism and cultural exchange.
The inaugural flight was welcomed upon its arrival at Velana International Airport (VIA) in Maldives, where local officials and tourism representatives expressed their enthusiasm for this new development.
“We warmly welcome our friends from China to our beautiful islands. This new connection strengthens our bonds and opens up new opportunities for tourism,” the tourism ministry said on X.
Maldives currently welcomes four airlines from China, including China Eastern, Beijing Capital Airlines, Xiamen Airlines.
In January, Maldives government urged tourism stakeholders in both Maldives and China to ramp up efforts to restore China’s position as the primary source market for Maldives tourism, a status held before the onset of Covid-19.
China, being the largest source market for Maldives tourism before the pandemic, saw a resumption of tourist arrivals from January 2023 after a three-year hiatus due to the pandemic. In 2023, the Maldives welcomed 187,118 Chinese tourists, marking a significant recovery in numbers. This year, the Maldives has welcomed the most number of tourists from China, with over 107,940 or 11.5 percent of total arrivals by June 12.
CROSSROADS Maldives has introduced WeChat Pay, widely known as Weixin Pay in China, across its world-class resorts, SAii Lagoon Maldives, Curio Collection by Hilton, and Hard Rock Hotel Maldives. This payment option is made available to enhance the convenience and overall experience for guests from China, making their stay in the Maldives more enjoyable and hassle-free.
Understanding the needs of the diverse guests, CROSSROADS Maldives has integrated WeChat Pay into operations, allowing guests from China to easily and securely conduct transactions using a payment method familiar to them. The introduction of WeChat Pay is a testament to CROSSROADS Maldives’ dedication to enhancing guest satisfaction by offering exceptional experiences at every turn. What is also expected through this initiative is that the guests could benefit from better foreign exchange rates, translating to better savings on their expenditures during their stay.
The option is available for guests in-house conveniently at both resorts as well as across the Marina at CROSSROADS Maldives where a wider variety of unparalleled dining and retail experiences are available for all guests. The day visitors from China will also therefore equally benefit from this new introduction at the Maldives’ premier multi-island integrated leisure destination.
SAii Lagoon Maldives, Curio Collection by Hilton, is a vibrant tropical escape that offers unique and locally inspired experiences. The resort features spacious rooms and villas, a variety of dining options, and an array of recreational activities designed to cater to the desires of modern travellers. Guests can escape to the island’s SAiisational natural beauty, enjoy water sports, and indulge in spa treatments, all while relishing the personalised service that defines Hilton’s Curio Collection.
Hard Rock Hotel Maldives brings the iconic Hard Rock spirit to the tranquil shores of the Maldives. This family-friendly resort offers a perfect blend of relaxation and entertainment, featuring music-inspired experiences, live performances, and the brand’s signature amenities. With luxurious accommodations, diverse dining options, and a plethora of activities for all ages, Hard Rock Hotel Maldives ensures an unforgettable holiday experience for every guest.
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