Maldives Marketing and Public Relations Corporation (MMPRC/ Visit Maldives) is set to launch a major co-branded campaign in collaboration with Liverpool Football Club (LFC) in April to enhance brand awareness and drive last-minute sales, as well as early bookings for the upcoming festive season. This extensive marketing initiative will run for three months, utilizing high-impact outdoor and digital advertising across key locations in the UK.

As part of this campaign, over 100 taxis in London will be fully branded with Maldives imagery, along with advertisements in buses, the London Underground, major airports, and business class lounges. The campaign is expected to reach an estimated 76 million targeted audiences, reinforcing the Maldives' position as the ultimate luxury travel destination.

In addition to the UK-based activations, Visit Maldives is also planning targeted campaigns with Official Liverpool FC Supporters Clubs across key source markets, including Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs spanning 100 countries, the collaboration is poised to generate significant global exposure for the Maldives.

The partnership with Liverpool FC is projected to bring over 100,000 new visitors to the Maldives in 2025, generating an estimated USD 200 million in tourism revenue. The total investment in this campaign is approximately USD 2.5 million, with an expected return on investment (ROI) exceeding 20 times the initial investment annually. Moreover, this campaign will feature a variety of digital marketing initiatives, also including appearances by Liverpool FC legends, interactive fan zones, joint events at global trade shows, and other engaging activations.

This initiative will build upon Visit Maldives’ previous outdoor and taxi advertising campaigns in Berlin in March, which were highly subsidized by Visit Maldives and supported by key industry stakeholders.

Visit Maldives is dedicated to promoting the Maldives as a premier travel destination by showcasing our commitment to sustainable tourism while promoting our diverse experiences and breathtaking beauty. This campaign is in line with Visit Maldives' strategic vision to promote the Maldives as a leading luxury destination. Our aim is to solidify the Maldives' global reputation as the preferred choice for travellers worldwide, ensuring our position as a top travel destination.