Maldives Marketing & Public Relations Corporation (MMPRC/Visit Maldives) has launched a radio marketing campaign to promote the Maldives in the Indian market. The campaign will be held from April to May this year aiming to strengthen the Maldives brand in the Indian market while maintaining destination presence through one of the oldest platforms of advertising: radio.

The campaign will run in two phases, covering 10 cities in India in total. Phase 1 will cover Hyderabad, Bangalore, Chennai, Cochin, and Trivandrum. Phase 2 will cover Delhi, Mumbai, Ahmedabad, Chandigarh and Amritsar. The campaign will run on major radio stations such as Radio Mirchi, Red FM, Suryan FM, Radio Mango and MY FM. During the radio campaign, different experiences and information about the destination will be disseminated. The campaign will target 18-50 year olds from the aforementioned 10 cities, including independent travellers, travel trade stakeholders and more.

A special raffle was held during the campaign amongst listeners. Winners of the competition won a free vacation in the Maldives. The raffle was sponsored by Medhufushi Island Resort, Adaaran Prestige Vadoo, Riu Hotels and Resorts. This campaign is aligned with MMPRC’s marketing strategy for the Indian market. Under this strategy, campaigns are conducted to strengthen Maldives’ presence in all major Indian cities, promoting affordable holiday options, and targeted advertising for honeymooners and family holidays combined with guest house stays.

India was the top source market to the destination last year with 241,369 arrivals received by 31st December 2022, which is 14.4 percent of the total market share. As of 5th March 2023, 41,054 tourists arrived from India, positioning India as the second top source market. MMPRC has been holding several promotional initiatives targeting this market to maintain destination momentum, such as digital and social media campaigns; participation in major fairs and exhibitions; media interviews; ad campaigns; outdoor advertising campaigns; familiarisation trips, and more. Many similar activities are planned to be held throughout 2023 for this market as well.