A three-month digital and print advertising campaign has been launched with German lifestyle magazine Falstaff.
A popular magazine that also covers wine and drinks as well as food and travel, Falstaff’s print magazine and e-magazine have a combined global circulation of 100,000 copies.
With content targeting affluent travellers, the Maldives Marketing and Public Relations Corporation hopes to enhance the destination’s brand presence in the region. The online and offline components of the campaign has a reach wide enough to promote the Maldives in Austria and Switzerland as well.
“The campaign also promotes individual tourism products of the Maldives – resorts, guesthouses, hotels and liveaboards,” according to the MMPRC. “The campaign aligns with our strategy to maintain destination presence in this region and to efficiently promote various segments of tourism. This strategy aims to assist the destination to increase future bookings and arrival figures from Germany, Austria and Switzerland.”
The Maldives welcomed 94,784 visitors from Germany, Austria and Switzerland in 2021. Ranked as the fourth top market, Germany is among the top-performing sources this year as well with 65,928 arrivals as of 22 June 2022.
The MMPRC’s activities to maintain destination presence and increase arrivals from Germany, Austria and Switzerland includes joint marketing campaigns with TUI Austria, TUI Germany, Condor, and FTI as well as participation in fairs such as ITB Berlin, IMM and IMEX 2022. Destination e-learning campaigns, digital and social media marketing campaigns, and a Maldives roadshow in Germany are among other activities in the pipeline for 2022.