The Edition


MMPRC launches marketing campaign targeting South Korea

Shahudha Mohamed
10 October 2020, MVT 10:10
Dhigufaru Island Resort located in Maldives. Maldives Marketing and Public Relations Corporation (MMPRC) launched campaigns targeting South Korea, to boost the number of arrivals to the island nation post-COVID-19. PHOTO: MIHAARU FILES
Shahudha Mohamed
10 October 2020, MVT 10:10

Maldives Marketing and Public Relations Corporation (MMPRC), on Friday, launched a marketing campaign to regain destination presence in the market and to increase arrivals from South Korea.

As part of the campaign, held under the tagline ‘Rediscover Maldives’, MMPRC launched an outdoor bus advertising campaign in Seoul, Rediscover Maldives online advertising, and an online promotion with honeymoon special agents.

According to the company, the main purpose of the three-month long bus advertising campaign is to increase brand awareness of Maldives and to attract tourists from South Korea, especially from the Gangnam area.

Ads will be displayed on a total of five buses till the end of December and the displayed images will highlight the naturally distant islands, presenting Maldives as a safe destination to travel to post COVID-19, MMPRC said.

“This campaign will reach over 150 million people in South Korea every month, making the bus advertising highly effective in the efforts to promote Maldives”, the company speculated.

“Moreover, it will help restore people’s faith in traveling and give them the reassurance that the Maldives remains a safe haven for them”.

MMPRC revealed that the second campaign, Rediscover Maldives online advertising, is a four-month long campaign which aims to portray messages of Maldives as a must-visit destination and to deliver the message that the island nation is ready to welcome Korean guests.

Under this campaign, MMPRC will place search ads in Korea’s biggest portal search engine, Naver, through key words.

Additionally, the corporation noted that social media ads will be carried on both Facebook and Instagram — the most popular social media platforms used in South Korea.

Furthermore, “an online promotion with agents specializing in honeymoon packages is also being carried out to attract honeymooners and couples to the Maldives”, aimed to attract more Korean tourists to the island nation.

MMPRC stated that two major honeymoon special agents in South Korea will promote Maldives during this campaign, with each agent developing a Maldives special promotional page to drive the audience.

”South Korea is one of the major source markets to the Maldives. With the gradual increase in travel, MMPRC aims to have a strong presence in the South Korean Market”.

“MMPRC has been closely monitoring the market situation of South Korea and restrategizing the marketing activities accordingly”, the company stated.

Prior to the lockdown in March, a total of 5,722 visitors from South Korea arrived in Maldives.

MMRPC reiterated its belief that “it is important to regain tourists' confidence in traveling to Maldives by focusing on the fact that Maldives has a natural advantage as the islands are geographically distant, making Maldives one of the safest destinations to travel”.

”In addition, strong and stringent safety measures have been implemented in all tourist establishments which ensure the safety of both tourists and staff”.

As with numerous countries around the world, in the wake of the ongoing COVID-19 pandemic, Maldives closed its air and sea borders to tourist arrivals from March 27 to July 15.

The restrictions on international travel left Maldives' heavily tourism reliant economy in an extremely vulnerable state. In mid-April, the World Bank projected that Maldives would be the worst-hit economy in the South Asian region due to the pandemic.