The Maldives Marketing & Public Relations Corporation (MMPRC) conducted a marketing campaign from April to May with Curly Tales, one of India’s leading food, travel and lifestyle content platforms.
According the MMPRC, the campaign will help strengthen the Maldives’ brand presence in India, attract and engage with highly potential affluent travellers and drive aspiration and influence opinions.
Curly Tales creates content focused on discovering intriguing and exciting experiences from around the world. The platform has a reach of 6.5 million active monthly users and 750,000 active daily users.
As part of the campaign, Kamiya Jani, the Founder and Lead Editor of Curly Tales, visited the Maldives and was hosted at Kaani Palm Beach, where she enjoyed unique Maldivian experiences.
At the second host property, Grand Park Kodhipparu, Kamiya Jani tried out the various experiences on offer at the resort, including sunset fishing, water sports, a sound therapy healing session at the resort’s spa, as well as experiencing the local culinary culture with a sandbank cooking class.
According to the MMPRC, various types of content will be created based on the visit, detailing the products, experiences, segments, and updates from the Maldives tourism industry.
India was the top source market to the Maldives last year with 241,369 tourist arrivals, with a 14.4% percent of the total market share. As of 17 May 2023, India is the second top source market to the Maldives with 84,903 tourists arrivals.
According to the MMPRC, several promotional initiatives have been conducted targeting the Indian market, 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.