Continuing a successful partnership built over the past two years, the Maldives Marketing and Public Relations Corporation signed a third advertising and branded content agreement with CNN to promote the Maldives to a global audience.
To be conducted from June to the end of October 2022, the new 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,” according to MMPRC CEO Thoyyib Mohamed.
Abhijeet Dhar, Director Sales South Asia, CNN International Commercial, said: “We are thrilled to take our campaign with MMPRC into the third 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.”
According to the MMPRC, CNNIC’s global brand studio Create will roll out branded content production under the concept ‘Rediscover Paradise’ and utilise TV productions, digital videos and articles, social media campaigns, photo galleries, and audio tours. CNN is also developing new travel and lifestyle content about the Maldives to run across its TV and digital platforms.
As with previous campaigns, local artists and talents will be featured in the campaign for exposure to a global audience. Last year’s campaign with CNN under the theme of ‘Reconnect Maldives’ promoted the country as a safe haven amid the coronavirus pandemic.
“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,” the MMPRC said.