The Maldives Marketing & Public Relations Corporation (MMPRC) has launched a radio marketing campaign to promote the Maldives to the Indian market.
The campaign will run from April to May in two phases, covering 10 cities in India, targeting 18 to 50 year-olds, including independent travellers, travel trade stakeholders and more.
Phase one will cover Hyderabad, Bangalore, Chennai, Cochin, and Trivandrum. Phase two will cover Delhi, Mumbai, Ahmedabad, Chandigarh and Amritsar. The campaign will run on major radio stations such as Radio Mirchi, Red FM, Suryan FM, Radio Mango and MY FM.
“This campaign is aligned with MMPRC’s marketing strategy for the Indian market. Under this strategy, campaigns are conducted to strengthen Maldives’ presence in all major Indian cities, promoting affordable holiday options and targeted advertising for honeymooners and family holidays combined with guest house stays,” the MMPRC said.
The campaign also includes a special raffle among listeners, with the opportunity to win a free vacation in the Maldives, sponsored by Medhufushi Island Resort, Adaaran Prestige Vadoo, and Riu Hotels and Resorts.
India was the top source market to the Maldives last year with 241,369 tourist arrivals, representing a market share of 14.4%. As of 10 May 2023, India is the second top source market with 80,605 tourist arrivals.
According to the MMPRC, several promotional initiatives targeting the Indian market have been conducted to maintain destination momentum, including digital and social media campaigns, participation in major fairs and exhibitions, media interviews, ad campaigns, outdoor advertising campaigns, and familiarisation trips, with similar activities planned for the rest of the year.