MMPRC Kicks Off A France-Focused Social And Digital Marketing Campaign For Low Season

France is listed amongst one of the key focus markets in the recovery of tourism in Maldives and in the nation’s target to achieve pre-pandemic tourist arrival levels. Based on official figures, in 2019, France ranked in the 7th position in of the highest performing markets to the country whilst in 2020, after the border reopening of the borders on 15th July, a sum total of 5677 French tourists were welcomed up until the end of the year. 

In light of this, government-mandated body marketing Maldives as a tourist destination worldwide – Maldives Marketing & Public Relations Corporation – has commenced a social and digital marketing focus on the French market. The marketing campaign will run for the course of three months; from 7th January to 7th March. Its main objective is to increase destination awareness and boost tourist arrivals during the low season. 

Most importantly, the marketing campaign will be carried out in collaboration with Odigeo, one of the top Online Travel Agencies (OTA) in France. Odigeo is a high end OTA in France with a worldwide reach of 1.6 million unique visitors on its ‘Opodo’ website and has 419,000 fans on Facebook and 64,000 followers on Instagram. Under this partnership, a microsite has been created to market Maldives which will make destination products, photos, videos and maps visible to the users of Opodo. Additionally, culture, gastronomy and unique adventured of Maldives will also be featured in the microsite along with flight details and information of the products in the Maldives. 

Other than the microsite, a dedicated email about the destination will be sent to Odigeo’s customers who are already in affinity with the destination. The email will promote Maldives as one of the most preferred and safest destination to travel to during this period with stress on the geographical formation of naturally distanced islands in the country. 

MMPRC also notes that several other activities are in pipeline for the French market this year, focusing on focusing on joint promotions with tour operators and online travel agents, familiarization trips, fairs and roadshows in key cities of France.