The government’s tourism promotion company has signed a deal with BBC Global News to launch an international advertising campaign.

The campaign will promote the country as a safe destination on the BBC’s digital platforms, including BBC Travel, and feature “engaging content about the people, places and culture that make the Maldives so wonderfully diverse and unique,” according to the Maldives Marketing and Public Relations Corporation (MMPRC).

“This will include specially commissioned brand stories and videos created by BBC StoryWorks as well as social media promotion,” the MMPRC explained, referring to the BBC’s in-house commercial content studio BBC Storyworks. To promote the Maldives as a safe haven amid the ongoing coronavirus pandemic, the campaign will also “highlight the geographically scattered nature of the island nation, which provides natural social distancing for travellers.”

Alistair McEwan, SVP Commercial Development APAC, BBC Global News, said: “As consumers continue to dream about their next travel opportunities and choices of destination, audiences are seeking clear information on  safe travel and tourism, as well as wanting to be inspired by amazing destinations, cultures and experiences. With decades of experience in premium storytelling heritage within BBC StoryWorks, we are delighted to be partnering with MMPRC to be able to showcase their wonderful stories to our global audiences.”