The Maldives Marketing and Public Relations Corporation has launched a joint marketing campaign for the growing Middle Eastern market in partnership with Zee Network.
Advertisements will be broadcast on the two main Zee Network channels in the region, Alwan and Aflam, for one month. The 15-second spots will promote the Maldives as a unique and ideal destination for tourists seeking luxury, romantic, honeymoon, family, and adventure vacations.
“The Maldives advertisements on these channels during the campaign will run in between six different programmes on Zee Aflam and five different programmes on Zee Alwan,” according to the MMPRC. “This campaign is held as part of our marketing strategy for the Middle East, which targets to maintain Maldives’ brand visibility and establish Maldives as a top of the mind destination for countries in this market.”
The MMPRC hopes to leverage Zee Network to build attention and visibility for the Maldives brand. Zee’s wide reach in the Middle East covers local and Arab expats as well as South Asian audiences. Zee Alwan is an entertainment channel targeting Arabs in the Middle East and North Africa whilst Zee Aflam is the first and leading Bollywood movie channel in the region for the Arab audience. Beyond Bollywood, Zee Aflam also premieres the latest Turkish movies dubbed in Arabic.
In 2021, the Maldives welcomed 91,413 holidaymakers from the Middle Eastern market with Saudi Arabia ranked as the seventh-largest source market for tourists. Growth from the relatively new market is on track to continue with more than 19,000 Middle Eastern tourists visiting during the first two months of the year.
The MMPRC’s activities for the Middle East market include webinars, roadshows, other joint-marketing campaigns, hosting familiarisation trips for journalists, and participation in major fairs and exhibitions.