Destination visibility campaign kicked off to target USA market


Foreign tourists arrive in a resort in the Kurumba island in Maldives on Feb. 12, 2012. (AP)

Maldives Marketing and Public Relationship Corporation (MMPRC) has partnered with Singapore Airlines (SIA) to kick off a destination visibility campaign targeting the United States market. The joint campaign between Visit Maldives and SIA will be conducted from July – August 2022.

Based at Singapore International Changi Airport, Singapore Airlines is one of the largest airlines in the world, flying to more than 62 destinations in 32 countries and offering a variety of classes. SIA’s current market share from USA’s Los Angeles International Airport and San Francisco International Airport to Velana International Airport is 13%. This is the 4th largest carrier in terms of market share to the Maldives.

The joint campaign between MMPRC and SIA USA will focus on driving conversion among in-market travel intenders, at key moments in the research and booking process, MMPRC said on Wednesday.

“It will encourage travel to the Maldives with the comfort of SIA’s products and services, plus enhanced health and safety measures with #SIACares”, MMPRC said.

During this campaign, the websites and social media accounts of Expedia, Skyscanner and Pinterest will be used to increase destination visibility for the Maldives by placing advertisements and redirecting potential travellers to book flights to the Maldives via SIA.

The campaign is conducted as part of MMPRC’s strategy for the USA market to promote the Maldives on high-end channels, focused advertising and promotion of individual products and experiences. So far this year, USA ranks as the 6th top source market to the Maldives with over 43,000 tourists from this market as of 19 July 2022.