Maldives Marketing and Public Relations Corporation (MMPRC) has conducted a successful digital and print marketing campaign with Vogue France to promote the products and services available in the Maldives to the French market.
The month-long campaign started from May 30 and aimed to strengthen the Maldives brand presence in France and increase arrivals from the market. The campaign further provides a convenient avenue for MMPRC to reach the niche affluent french market as well as other french travellers due to the strength of the Vogue brand in France. Vogue’s target audience is 46% highly-affluent travellers and a digital audience of 8.9 million unique visitors per month.
MMPRC stated that the engagement from the community is exceptional, as the magazine is known to deliver high-impact news about the best new products, services and offers to potential visitors with varied lifestyles. Accordingly, the campaign with Vogue will help strengthen the country's brand as a top-of-the-mind destination in the French market.
A print and digital component was included in the campaign. Under the print component, a picture highlighting the Maldives as a luxury destination was advertised on the front of the April issue. The digital component featured pictures of the Maldives on Instagram and Facebook and the content had a guaranteed reach of 300,000.
Throughout the campaign, luxury products and family-oriented services in the Maldives were promoted. These include products such as the country's signature overwater bungalows and private cruises along the waters aboard a liveaboard. The campaign also highlighted special experiences in the Maldives such as spending the night in a luxurious all-amenities-included bubble tent, breakfast in style in private pools on a floating tray, as well as the various spa and wellness services available in the Maldives.