Travel + Leisure campaign targets Southeast Asian market

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The Maldives Marketing and Public Relations Corporation has launched a six-month campaign with Travel + Leisure to increase brand visibility for the Maldives in the Southeast Asia market.

A top global travel media brand with a network of hundreds of writers and photographers, Travel + Leisure reaches more than 16 million travelers every month. The magazine’s Southeast Asia edition was launched in 2007.

“Their winning combination of wanderlust-inducing and fact-driven content drives high audience engagement from countries such as Philippines, Malaysia, Indonesia, Singapore, Thailand, and Vietnam,” according to the MMPRC.

“Through this campaign, the different segments of Maldivian tourism industry, our products (resorts, hotels, guesthouses and liveaboards), and unique experiences will be promoted to the travel trade and potential travellers from the SEA market. Furthermore, the unique geographical characteristics of our islands, the one-island-one resort concept, and the latest travel information and guidelines will be shared through advertisements and banners on the website and social media of Travel + Leisure, along with e-mailers sent to their database.” 

Aside from maintaining and increasing visibility and brand awareness for Maldives, the marketing strategy for the Southeast Asia is based on showcasing the uniqueness of Maldives as the world’s leading destination and promoting services offered for luxury travellers, families and Muslim travellers. The MMPRC’s goal is to restore arrival numbers to pre-pandemic levels by the end of the year and “to reorient the perception of the Maldives solely as a honeymoon or luxury destination.” 

The Maldives welcomed 18,489 from countries from Southeast Asian countries between January and July 2022. The MMPRC’s activities for the market includes joint campaigns with tourism sector stakeholders, familiarisation trips, training webinars, and participation in fairs and exhibitions such as MATTA fair 2022, Malaysia International Dive Expo, and Thailand Dive Expo.