The Maldives Marketing and Public Relations Corporation (MMPRC) has entered into a partnership agreement with CNN International Commercial to showcase sustainable initiatives from the Maldives. The agreement was signed by Thoyyib Mohamed, CEO and Managing Director of MMPRC, and Abhijeet Dhar, Director of Sales at CNN International Commercial. The global campaign is scheduled to run from May to June 2023.
According to MMPRC, the campaign will showcase the lesser-known aspects of the Maldives by highlighting local and grassroots projects that protect the natural beauty and environmental biodiversity of the islands. CNN will showcase how the Maldives caters to a new wave of environmentally-conscious travelers through recycled resort interiors, volunteer-based conservation programs, and community appreciation. The campaign will also highlight how Maldivians are leading the path of sustainable tourism and cultural preservation in the Maldives. CNN will distribute dedicated content on digital and broadcast media under the theme The Journey Matters in 2023, which will include articles, videos, commercials, and social media posts that reach a global audience.
Thoyyib Mohamed expressed that the Maldives is at the forefront of sustainable tourism and it is important to promote and highlight the locals leading these initiatives to a large global audience. Abhijeet Dhar also spoke about the partnership, noting that the Maldives is impressing the world with its innovative and indigenous techniques to preserve the natural beauty of the islands. He added that CNN’s compelling storytelling and engaging branded content can play a crucial role in highlighting the Maldives as a sustainable destination among environmentally conscious travelers.
This is the fourth time that MMPRC has collaborated with CNN to promote the Maldives. Previously, three successful campaigns were conducted during the COVID-19 pandemic to maintain the destination’s presence in the global market.
