Maldives Marketing & Public Relations Corporation (MMPRC/Visit Maldives) has signed an advertising and branded-content partnership agreement with CNN International Commercial to promote sustainable initiatives in the Maldives. The signing ceremony was held at MMPRC headquarters on 28th February 2023. The agreement was signed by the Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed, and Mr Abhijeet Dhar (Director -Sales CNN International Commercial).
The global campaign will be held from May-June 2023.
This campaign will present a unique side to the Maldives by highlighting the local and grassroots projects that preserve the natural beauty and environmental biodiversity of the Maldivian isles. Through this, CNN will highlight how the Maldives caters to a new wave of environmentally-conscioustravellers. From recycled resort interiors to volunteer-based conservation programmes and communityappreciation, the campaign will highlight Maldivians leading the path of sustainable tourism andcultural preservation in the Maldives.
Speaking about the partnership, CEO and MD Thoyyib expressed that the Maldives is leading the wayin sustainable tourism, and it is time that we promote and highlight the locals at the forefront of theseinitiatives to a large global audience.
Mr Abhijeet Dhar also spoke regarding the partnership, stating that the Maldives continues to impressthe world with its innovative and indigenous techniques employed to preserve the natural beauty of theislands. He further noted that CNN’s compelling storytelling and engaging branded content can play animportant role in highlighting the Maldives as a sustainable destination among environmentallyconscious travellers.
Throughout this campaign, CNN will circulate dedicated content on digital and broadcast mediumsunder the theme “The Journey Matters in 2023”. This will include articles, videos, commercials andsocial media posts which will have a mass global reach.
This is the fourth time MMPRC is teaming up with CNN to promote the Maldives. Three incrediblysuccessful campaigns were conducted during the pandemic to maintain destination presence in theglobal market. CNN’s immersive content with strong storytelling elements continues to provide aholistic overview of the Maldives to international travellers.