MVR 170 mil to be spent advertising Maldives within 3 years at FC Liverpool

GBP 8 million (MVR 170 million) has been set as the marketing budget for Maldives being the official tourist destination partner for the Liverpool Football Club in the coming three years.

This sum is being sourced outside the budget of the Maldives Marketing and PR Corporation (MMPRC) and is being paid by the Finance Ministry, Mihaaru News reports.

As of now, 20 percent of the total sum has been spent on the advertising campaign, amounting to GBP 1.6 million. A yearly expenditure of GBP 2.6 million (MVR 56 million) is expected to be spent within the agreed upon timeframe of 3 years.

This deal was announced in March of this year by MMPRC, and was stated to be a "high impact strategic partnership" that, when established, would create more buzz about Maldives being the perfect island destination. This in turn would boost tourism, increase tourist traffic and in turn would be an economic boon to the country.

MMPRC has stated that due to this agreement, we are expected to see an increase of 100,000 tourists compared to their previously projected figures, along with a revenue surge of USD 100 million.

Maldives and Maldivian tourism will be heavily advertised at Anfield Stadium, along with features and promotions about the sunny side of life in the football club's official publications. A target set of billboards will also showcase Maldives as a top tourist destination at various and well-known locations all over Europe.

LFC has a massive worldwide following, with a global audience of 205 million followers, a television audience that racks up 211 million viewers and 53 million followers on social and digital platforms.