Maldives Marketing and Public Relations Corporation (MMPRC) has signed an advertising and branded-content partnership agreement with CNN International Commercial to promote sustainable and experiential tourism in the Maldives. The agreement was signed between the Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed and MR Abhijeet Dhar, Director – Sales CNN International Commercial.
Under this agreement, the global campaign will be held from May to June 2023. The campaign will focus on bringing an authentic and unique side of the Maldives to audiences by emphasizing the local and grassroots projects that are conducted to preserve the natural beauty and innate biodiversity of the Maldives Isles. Through this, CNN will aim to show how the Maldives caters to the emerging market of environmentally conscious travellers.
As part of this campaign, CNN will highlight various aspects that appeal to eco-conscious travellers including recycled resort interiors to volunteer-based conservation programmes and community appreciation. This would ultimately help to recognize the Maldives as leaders of sustainable tourism and cultural preservation in the world.
Speaking about the partnership, CEO and MD Thoyyib expressed that the Maldives is leading the way in sustainable tourism, and it is time that we promote and highlight the locals at the forefront of these initiatives to a large global audience.
Mr Abhijeet Dhar also remarked, stating that the Maldives continues to impress the world with its innovative and indigenous techniques employed to preserve the natural beauty of the islands. He further noted that CNN’s compelling storytelling and engaging branded content can play an important role in highlighting the Maldives as a sustainable destination among environmentally conscious travellers.
Throughout the campaign duration, CNN will circulate dedicated content on digital and broadcast mediums under the theme ‘The Journey Matters in 2023’. This will feature articles, videos, commercials and social media posts aimed to generate a mass global reach. This is the fourth time MMPRC has partnered with CNN to promote the Maldives after having led three successful campaigns during the height of the pandemic. CNN’s immersive content with strong storytelling elements continues to provide a holistic overview of the Maldives to international travellers.