Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) developed a flourishing digital and print marketing campaign to advertise the goods and services offered on the Sunny Side of Life to the French market. The 30-day campaign began on May 30th, 2023, and will last 30 days. The campaign intended to boost market arrivals and the Maldives brand’s recognition in France.
Vogue France is the leading monthly fashion news and trends magazine in France, with over 90 years of expertise. Vogue, a world-renowned household name, is seen as both premium and elegant, mirroring the Maldives’ image in the French market. Because of the prominence of the Vogue brand in France, this campaign also provides a simple path for MMPRC to reach the niche affluent French market as well as other French travelers. Vogue’s target audience is 46% highly affluent tourists, with a monthly digital readership of 8.9 million unique visits.
The campaign comprised both a print and internet component. A photograph emphasizing the Maldives as a luxury vacation was advertised on the front of the April issue as part of the print component. The digital component included photos of the Maldives on Instagram and Facebook, with a guaranteed reach of 300,000. Luxury products and family-oriented services in the Maldives were advertised throughout the campaign. These include the Maldives’ iconic overwater bungalows and private liveaboard tours along the Maldives’ waterways.
France is the eighth-largest source market for visitors to the Maldives as of July 3, 2023, with 30,770 travelers arriving there. To continue the momentum and boost arrival numbers, MMPRC is unwavering in its promotion of Maldives goods, experiences, and market segments in France.
