"Story of Maldives" - New campaign to promote island destination
The ‘Story of Maldives’ campaign has
officially been launched by MMPRC. The sponsored integrated marketing campaign
is planned to be carried out in 2017 and 2018. MMPRC proceeds to take a unique
approach on this campaign with many co-creations, guerrilla marketing, and online-based
The campaign is intended to establish a sense of emotional connection and love with the Maldivian culture and people. MMPRC’s aims to produce a content that has no direct or indirect existing competitor.
The diverse elements of this campaign are intended to convey untold as well as popular cultural stories about Maldives. Different topics will be combined to exhibit how all the elements connect. The topics include Maldives’ people, adventures, music, traditional games and natural assets showcased to visitors or the public in a creative process. The campaign is targeted to achieve their active engagement and contribution.
The 15 elements that will be incorporated in the campaign include; Online Video Series made in affiliation with Local Partners such as Stories of Maldives or ‘Dhivehi Vaahaka’, Memoirs of Maldivians or ‘Dhivehinnge Dhulunn’, Children of Maldives or ‘Leynaaru’, and Games of Maldives or ‘Dhivehi Kulhivaru Vaahaka’. Facebook competitions such as Adventures of Maldives or ‘Dhivehi Aahitha’, Melodies of Maldives by Nashid’s Children or ‘Dhivehi Raagu’, and Personal Travel Experiences or ‘Magey Dhathuru’ will be held.
Furthermore, events such as Sandbank Futsal Match Video Shoot in partnership with FAM, Celebrity Press Trips, and Creative Live Marketing Events will also be held.
Other elements of campaign development include a destination video for 2017, desktop calendar wallpapers, expansion of social media presence, a mobile game app development in partnership with a mobile game developer and merchandising partnership in order to create a phone cover with a local partner.
(icon photo credits to Palm Beach Resort & Spa)