Maldives has launched a marketing campaign in London, showcasing the destination at railway stations and buses.
Maldives Marketing and Public Relations Corporation (MMPRC) said the campaign includes 40 digital advertisements featuring Maldives, displayed on screens at bus stops near busy train stations in London.
According to MMPRC, a digital sign board has been set up at the Waterloo station, one of the busiest railway stations in the UK. With an estimated 94.4 million people passing through the station each year, the digital screen is expected to receive some 3.2 million impressions during the two-week campaign, the official tourism promotion body said.
Maldives has also been vibrantly advertised on The Original Tour buses in London. For the next six months, the buses will showcase the natural beauty of the Maldives.
“We were thrilled to bring the beautiful blue lagoons of the Maldives to London this autumn during the outdoor advertising campaign. The UK is an important and significant market for inbound tourism to the Maldives, so we hope the advertisements have encouraged the city’s busy commuters to consider our beautiful islands as a destination for their next escape,” MMPRC Managing Director Thoyyib Mohamed quoted in a statement, as saying.
The UK is amongst the top 10 source markets for the Maldives’ tourism industry. With a 7.5 per cent marketshare, its ranked as the fifth biggest source market.
Official figures show that 83,089 Brits visited the Maldives from January to August — a 10.5 per cent increase over the same period last year.