The Maldives Marketing and Public Relations Corporation (MMPRC) collaborated with Surf Session, a media platform dedicated to surfing, to promote the Maldives as a leading surf destination in the French market.
An exciting familiarisation trip and a digital campaign were conducted on social media and Surf Session’s website.
During the first part of the campaign, a young surfer, Kyllian Guerin, accompanied Surf Session on a week-long trip where he surfed and explored the best waves of the Maldives. Ayada Maldives, Adaaran Select Hudhuranfushi, and Cinnamon Dhonveli Maldives hosted the familiarisation trip. Guerin’s journey was captured and brand content in the form of Instagram stories, posts, articles and banners were disseminated on Kyllian Guerin and Surf Session’s social media platforms and official website.
For the second part of the campaign, articles highlighting the surf lifestyle in the Maldives were published on the Surf Session website. An exciting video of Guerin’s journey in the Maldives was posted on YouTube, showcasing the beauty of its surf spots.
According to the MMPRC, the campaign strengthened Maldives’ presence as a premium surf destination and drove excitement among Surf Session’s readership and surfing community.
“The campaign increased visibility for French surfers and further strengthened the Maldives brand in the French market. Collaborating with prestigious media like Surf Session and influential personalities like Kyllian Guerin allows MMPRC to capture the attention of potential surfers and travel enthusiasts alike, encouraging them to choose the Maldives as their preferred holiday destination. The entire campaign resulted in over a collective reach of 919,209.”
France is the top eighth source market to the Maldives. As of 15 November, the Maldives welcomed 42,418 tourists from France.
“MMPRC is consistently promoting the Maldives in the French market through various marketing activities. This year, we conducted a campaign with Vogue France and IFTM Top Resa 2023. We also plan to promote the Maldives at ILTM Cannes 2023 later this year. These marketing activities ensure the Maldives remain a top-of-mind destination for travellers from the French market,” the MMPRC said.