MMPRC partners with Vogue France for tourism promotion

The Maldives Marketing and Public Relations Corporation (MMPRC) recently partnered with Vogue France to execute a month-long, comprehensive marketing campaign aimed at promoting the allure of the Maldives and attracting more visitors from the French market. The campaign, which ran from May 30, was a resounding success, intending to strengthen the Maldives brand presence in France and ultimately boost tourist arrivals to the country.

The collaboration with Vogue France proved to be a strategic move for MMPRC. Vogue France's prestigious status as an influential fashion news and trends magazine with a strong 90-year presence in the French market made it an ideal partner. The magazine's upscale and glamorous appeal seamlessly matched the perception of the Maldives among the French audience.

The partnership with Vogue provided MMPRC with a valuable platform to connect with discerning French travelers, given that 46 percent of Vogue's target audience belongs to the highly-affluent category. Leveraging Vogue's impressive digital reach of 8.9 million unique visitors per month, the marketing campaign's impact extended to a broader segment of French travelers.

The campaign employed a dual approach, combining both print and digital components to maximize visibility and engagement. The print aspect featured an alluring image capturing the luxurious essence of the Maldives as the front cover of Vogue France's April issue, effectively capturing the attention of its readers. Simultaneously, the digital component showcased captivating visuals of the Maldives on popular platforms such as Instagram and Facebook, guaranteeing a reach of 300,000 viewers.

The campaign's content focused on showcasing a range of luxury products and family-oriented services available in the Maldives. The offerings highlighted included the renowned overwater bungalows, private cruises along the enchanting waters of the Maldives, and the unique and unforgettable experience of staying in an all-inclusive bubble tent. Additionally, the campaign emphasized the delightful indulgence of breakfast in private pools on floating trays, as well as the holistic spa and wellness service offerings.

The efforts of the campaign have yielded positive results, with the French market solidifying its position as the 8th top source of tourist arrivals in the Maldives as of July 3, 2023, welcoming 30,770 visitors. In light of this success, MMPRC remains resolute in its commitment to promoting exceptional products, experiences, and segments the Maldives has to offer for the French market. Their ultimate goal is to maintain this positive momentum and further enhance arrival figures, ensuring that the Maldives continues to be a top-of-mind destination for French travelers.