The Maldives Marketing and Public Relations Corporation has launched a six-month digital advertising campaign with Connoisseur Circle to target high-end segments in German-speaking markets.
Connoisseur Circle is an exclusive magazine for luxury hotels and destinations with an elite readership of travel enthusiasts in Germany, Switzerland and Austria.
“The campaign will use a multitude of platforms in online and offline channels of the publication in order to promote the Maldives as a top of mind destination and maintain presence in the luxury market,” according to the MMPRC. “The components of the campaign are distributed throughout the year including; advertorials in the print magazine; editorial stories in e-magazines; posts and promotional clips on social media; website banner display; and features in newsletters. The content will highlight the products and unique experiences of the Maldives, as well as a focus on nature-related activities aligned with the strategy for the target market.”
The campaign is estimated to reach 14,000 Facebook followers, 29,500 Instagram followers and 30,000 subscribers via newsletters. In addition to 21,000 monthly visits to the website, 47,000 copies, 25,000 copies, and 90,000 copies will be circulated respectively in Germany, Austria and Switzerland.
“We believe that our campaign with Connoisseur Circle will strengthen the Maldives’ brand presence among affluent German travellers,” the MMPRC said.
The Maldives welcomed 68,818 tourists from Germany as of 5 July, representing an 8.2% market share as the fourth largest source market. As part of its advertising strategy for the German-speaking markets, the MMPRC has taken part in major fairs such as IMEX 2022, IMM Germany, and ITB Digital Business Day, and conducted marketing campaigns with TUI Austria, TUI Germany, Condor, and FTI. Media and influencer familiarisation trips, social media campaigns, destination e-learning campaigns, and a Maldives roadshow in Germany are in the pipeline for the second half of 2022.