The Maldives Marketing and Public Relations Corporation has launched an outdoor advertising campaign to boost brand visibility and increase destination awareness in the German market.
In collaboration with the region’s leading outdoor advertising agency, Dotcom Arabia, billboards showcasing the Maldives will be displayed at Potsdamer Platz-Quartier, a busy hub estimated to reach 5.5 million people, and the Berlin Airport, which will reach 1.2 million potential travellers.
“The attractive advertisements will help inspire people to travel to the Maldives for their next vacation,” the MMPRC said.
Dotcom Arabia, the partner agency for the advertising campaign, has represented top news organisations and magazines such as the BBC, Financial Times, The Guardian, and Vogue, and conducted tourism campaigns for high-profile clients such as Saudi Tourism and Etihad Airways.
The Maldives welcomed 73,118 tourists from Germany as of 20 July, representing an 8.1% market share as the fourth largest source country. As part of its strategy to boost arrivals from the traditional top market, 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 rest of 2022.