Maldives-BBC signs $250,000 tourism promotion agreement

Monday, 11 June 2012 21:03

The government today signed an agreement with the British Broadcasting Corporation (BBC) worth USD250,000 (MVR3.8 million) to promote tourism in the Maldives at Conrad Maldives Rangali Island Resort. Tourism Minister Ahmed Adeeb signed the agreement on behalf of the government while Senior Accounts Director Sukesh Singh signed on behalf of the BBC at a ceremony held today at the underwater Itha Restaurant at the resort.

President Mohamed Waheed Hassan Manik was to take part in the ceremony previously but Vice President Mohamed ‘Deen’ Waheedeen participated instead.

The Vice President during his speech prior to signing the agreement said that the Maldives will always remain a paradise on earth and noted that with the agreement coming into effect tourism in the Maldives will gain further exposure.

“When you look around this place you will see just how beautiful a place we’re living in. This beauty granted to us by Allah should be preserved for future generations,” Waheedeen said.

He also thanked the Chairman on the Crown Company Hussain Afeef and the Chairman of Universal Enterprises Mohamed Umar Manik for their assistance in launching the campaign with the BBC.

Sukesh also noted that with the launch of the new campaign the Maldives will be marketed to almost the whole world including Europe, the Middle East, Asia and other areas of the globe attracting potential tourists to the destination.

Sukesh revealed that under the agreement a digital campaign will also be launched on the BBC’s website and said that given it’s the first campaign, the Maldives is likely to receive more tourist arrivals.

Minister Adeeb also told journalists that the new campaign will strengthen the tourism industry of the Maldives and positive changes will be seen.

“Our traditional markets, the UK and Italy have been adversely affected and it had been a long time since the destination was marketed, not much importance was given to it since 2009. This time we’re not just advertising on the weather chart. This will have a huge positive impact on the industry, especially in Europe and other areas the Maldives will be further promoted as a tourist destination,” Adeeb said.

Adeeb said that the campaign will commence under the slogan “The Sunny Side of Life” and that the purpose of it is because the industry gained previous success with the use of the slogan.

“Over the past years it has become a very expensive brand. I believe that if we were to opt for a rebranding it would in the least cost us USD50 million. We don’t have that much of a budget. The new government decided to go forward with the old brand,” he said.

Adeeb also revealed that the Maldives will be promoted as a luxury tourist destination on the BBC Weather and the BBC’s website.



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