The Maldives Marketing & Public Relations Corporation (MMPRC) has signed an advertising and branded content partnership agreement with CNN International Commercial to promote sustainable initiatives in the Maldives to a global audience.
To be conducted from May to June 2023, the campaign will “present a unique side to the Maldives by highlighting the local and grassroots projects that preserve the natural beauty and environmental biodiversity of the Maldivian isles,” according to the MMPRC.
“CNN will highlight how the Maldives caters to a new wave of environmentally-conscious travellers. From recycled resort interiors to volunteer-based conservation programmes and community appreciation, the campaign will highlight Maldivians leading the path of sustainable tourism and cultural preservation in the Maldives.”
According to the MMPRC, CNN will circulate dedicated content on digital and broadcast mediums under the theme ‘The Journey Matters in 2023’, including articles, videos, commercials and social media posts that will have a mass global reach.
The agreement was signed on 28 February by Thoyyib Mohamed, The CEO and Managing Director of MMPRC, Thoyyib Mohamed, and Abhijeet Dhar, Director of Sales, CNN International Commercial.
This is the fourth time MMPRC is teaming up with CNN to promote the Maldives. Three successful campaigns were conducted during the Covid-19 pandemic to maintain destination presence in the global market.