Maldives Marketing and Public Relations Corporation (MMPRC). on Saturday, announced the start of its targeted advertising campaign on the VOOT Platform – an Over-the-Top (OTT) video streaming platform in India.
As part of MMPRC’s ongoing campaign ‘Rediscover Maldives, the sunny side of life’, the roughly month-long campaign is targeted towards audiences from Delhi, Mumbai, Hyderabad, Chennai, Cochin and Ahmedabad, to increase arrivals from the Indian market and regain its destination presence.
According to MMPRC, VOOT is one of India’s top OTT platforms leading in watch time metrics reaching approximately 15 million monthly views.
In order to further bolster market presence within neighbouring India, MMPRC launched two notable campaigns and participated in SATTE GenX virtual exhibition – South Asia’s First Virtual Exhibition on the travel and tourism industry.
The first campaign involves India’s number one wedding network, Wedding Sutra, which is home to one of the largest wedding audiences in India.
“Maldives will be advertised on their social media accounts, and honeymoon stories that took place in Maldives will be amplified on their channels”, said MMPRC.
MMPRC also ran a nationwide radio campaign in India from October 5 to 16, where Maldives was promoted in Delhi, Mumbai, Bangalore, Kolkata, Chennai, Ahmedabad, Thiruvananthapuram and Cochin via multi leading radio channels in each city.
The Air Bubble initiative which commenced on August 25 enabled a regular path with weekly flights between India and Maldives, which, MMPRC noted, will aid in the “much-anticipated increase in tourist arrivals from the Indian market”.
Based on the arrival figures of 2019, India is ranked in the 2nd position of the highest performing markets to the Maldives.
“India is a key focus market in the recovery of tourism in Maldives and the target is to achieve pre-pandemic growth levels”.
“MMPRC believes that this target can only be achieved through similar activities which showcase Maldives as a safe haven with stringent health and safety measures”.