The Maldives Marketing and Public Relations Corporation (MMPRC) has launched a radio marketing campaign to promote the Maldives in the Indian market. The campaign will be held from April to May aiming to strengthen the Maldives brand in the Indian market while maintaining destination presence through one of the oldest platforms of advertising, radio.
The campaign will run in two phases, covering 10 cities in India in total. The first phase will cover Hyderabad, Bangalore, Chennai, Cochin, and Trivandrum. The second phase 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. During the radio campaign, different experiences and information about the destination will be disseminated. The campaign will target 18-50 year olds from the aforementioned 10 cities, including independent travellers, travel trade stakeholders and more.
A special raffle was held during the campaign amongst listeners. Winners of the competition won a free vacation in the Maldives. The raffle was sponsored by Medhufushi Island Resort, Adaaran Prestige Vadoo, Riu Hotels and Resorts. The campaign is aligned with the marketing strategy of MMPRC for the Indian market. Under the strategy, campaigns are conducted to strengthen the presence of the Maldives in all major Indian cities, promoting affordable holiday options, and targeted advertising for honeymooners and family holidays combined with guest house stays.
India was the top source market to the destination in 2022 with 241,369 arrivals, which is 14.4% of the total market share. Meanwhile, 41,054 tourists arrived from India as of March 5, 2023, positioning India as the second top source market.