MMPRC launches campaign to market Maldives in France

Maldives Marketing and Public Relations Corporation (MMPRC) has launched a marketing campaign with Veepee to promote Maldives in France

MMPRC states that the campaign being held from June 13 onwards for 10 days, aims to position the Maldives as a top of the mind destination in the French market.

During the joint campaign with Veepee, MMPRC will promote the Maldives’ tourism products (resorts, hotels, guesthouses and liveaboards), the unique experiences available for tourists from the destination, the different segments of tourism available in the country, and the latest travel guidelines to the French market.

Additionally, the campaign will see MMPRC marketing the Maldives on Veepee’s homepage, which is frequented by up to 3 million unique visitors. Moreover, a dedicated website will also be created for the destination, accessible from within Veepee’s website, while an advertisement of Maldives will be posted on the banner of the travel page of Veepee. An email with the information of the destination will also be sent to the 9 million visitors of Veepee.

MMPRC highlights that this campaign is held as part of their marketing strategy for France, which focuses on showcasing the Maldives as the most preferred holiday destination for French travelers across all affluent segments and profiles. They added that the campaign will create great visibility for the destination and entice an engaging audience to book their next holiday in the Maldives. 

Veepee, is a French based company that created the concept of flash sales. They are a leader in Europe in the Flash Sales business with 24 million members in France. The company has become a major player in e-commerce and is organized in close collaboration with more than 3,000 major brands. Veepee has an affluent audience who are constantly searching for their next holiday destination, which guarantees great publicity for the destination through this campaign. 

As of 8th June 2022, 732,884 tourists visited the Maldives, with France contributing 3.9 percent of the total market share. During this period, France ranked as the 7th top source market to the destination with 28,904 tourists arrivals. 

MMPRC has planned several activities targeting the French market under the effort to maintain destination visibility. This includes joint-marketing campaigns, webinars, participation in major fairs and exhibitions, outdoor advertising, roadshows, and hosting familiarization trips. MMPRC highlights that many such activities are in the pipeline for this market for this year as well. 

As the company responsible for marketing the Maldives as a destination abroad, MMPRC carried out 260 different marketing activities in 22 global markets last year. These include fairs, roadshows, familiarization trips, marketing campaigns, webinars, and interviews.

MMPRC highlights Maldives securing the title of ‘World’s Leading Destination’ (among several other accolades) at the 2021 World Travel Awards, as the greatest testament to the success of these activities. World Travel Awards is globally recognized as the hallmark of industry excellence. This is the second consecutive year that the Maldives had successfully earned this prestigious title, a shining testimony of the trust placed in the ‘magic of Maldivian hospitality’ by travelers from all over the globe.