Maldives Marketing and Public Relations Corporation (MMPRC) has conducted an outdoor campaign to promote Maldives in major locations across London, United Kingdom.
Advertisements exhibiting Maldives were displayed at busy rail stations and on tour buses in London City.
MMPRC said beautiful images of Maldives were shown on digital displays at bus stops in Central London from September 23 to October 6, aiming to inspire potential travelers.
Furthermore, a video featuring the exclusivity of the destination was displayed on the motion screen at Waterloo Station. This 40-meter-long screen is the largest indoor digital screen in the Europe. Waterloo Station is a major railway and underground station in London which is also the busiest bus station in UK, said MMPRC. While over 94 million people travel via the station annually, the display at the station would have reached over 2.3 million Londoners, MMPRC estimates.
MMPRC added that Maldives will be promoted using tour buses operated seven days a week from 8am to 8pm for six months. Tour buses fully wrapped with images showing the uniqueness of the destination will cruise through popular routes such as Central London, Buckingham Palace, London Bridge, Hyde Park Corner, Westminster, Victoria, The Strand and more iconic London locations on a daily basis, said MMPRC.
UK is one of the top markets from which tourists visit Maldives. While 83,089 people have visited the Maldives from UK thus far this yer, this is a 10.5% increment compared to last year. The market is expected to perform even better with the outdoor campaign and additional promotional activities targeted to promote the destination in UK, said MMPRC.
A budget of US$ 3 million was allocated to market Maldives last year. However, the budget was increased to US$ 10 million by the new administration.