Maldives Marketing and Public Relations Corporation (MMPRC / Visit Maldives) has initiated a ‘Cabvertising Campaign’ with Malaysia’s MyBump Media. This campaign will be held from March 17 to May 17, 2022.
MyBump Media is the leading crowdsourced ad tech platform for transit outdoor media advertising in Malaysia. They regularly have ads endorsed on cars by genuine consumer-matching and using demographic, geo-location and consumer behavior data.
This campaign aims to promote the Maldives as a preferred and safe tourist destination for Malaysian travelers. It aligns with MMPRCs’ Southeast Asia market strategy to target various relevant segments. The Cabvertising Campaign with MyBump Media will assist in its efforts to maximize visibility of Maldives in the Malaysia market and increase destination awareness and maintain brand presence by showcasing the unique experiences of Maldives. This campaign will further help to create greater awareness of guesthouses and affordable resort options available in the Maldives.
The Cabvertising Campaign will feature ads of Maldives on 30 cabs in locations such as KL City Center and KLIA/KLIA2 area. It will highlight 3 categories of Maldives including honeymoon, underwater & tourism in general. Another feature of the campaign is a blog write-up, and dedicated mails promoting Maldives will be sent out to the connections of MyBump Media. Maldives will also be advertised to all MyBump drivers through in-app messaging, while Maldives will be additionally mentioned on their Facebook and Instagram platforms.
This campaign is held in line with MMPRC’s marketing strategy for SEA market, which is focused on ambient outdoor campaigns to strengthen Maldives brand in all major cities of the countries in this market, greater B2B contact with tour-operators and participation in major travel fairs and roadshows to cover all major cities.
Malaysian borders were closed due to covid restrictions during the most part of 2020 and 2021 but are now open for travel. From January to February this year, Maldives welcomed 1,194 visitors from this market. During last year MMPRC held several social media/digital campaigns and other activities for this market, to maintain destination momentum and increase arrivals once the borders reopen. This includes campaigns with TripZilla and Travel Weekly Asia. Activities planned for the Malaysian market for 2022 include campaigns with TripZilla, Hipwee, Apple Vacations, Maldives E-Learning Program. MMPRC also plans to participate in MATTA Fair, Malaysia International Dive Expo (MIDE) and Thailand Dive Expo this year.
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