The Maldives Marketing & Public Relations Corporation (MMPRC), or Visit Maldives, recently signed an advertising and branded-content partnership agreement with CNN International Commercial to promote sustainable initiatives in the Maldives. The agreement was signed at MMPRC headquarters on February 28, 2023, by the Chief Executive Officer and Managing Director of MMPRC, Thoyyib Mohamed, and the Director of Sales at CNN International Commercial, Abhijeet Dhar. The global campaign is set to run from May to June 2023.

The campaign will showcase a unique side to the Maldives, highlighting local and grassroots projects that preserve the Maldivian isles’ natural beauty and environmental biodiversity. It will emphasize how the Maldives caters to a new wave of environmentally-conscious travelers. The campaign will showcase Maldivians leading the path of sustainable tourism and cultural preservation in the Maldives, from recycled resort interiors to volunteer-based conservation programs and community appreciation.

Speaking about the partnership, CEO and MD Thoyyib expressed that the Maldives is leading the way in sustainable tourism and that it is time to promote and highlight the locals at the forefront of these initiatives to a large global audience. Mr. Abhijeet Dhar also spoke regarding the partnership, stating that CNN’s compelling storytelling and engaging branded content can be essential in highlighting the Maldives as a sustainable destination among environmentally conscious travelers.

Throughout this campaign, CNN will circulate dedicated content on digital and broadcast mediums under the theme “The Journey Matters in 2023”. The content will include articles, videos, commercials, and social media posts with a mass global reach.

This is the fourth time MMPRC is partnering with CNN to promote the Maldives. During the pandemic, three successful campaigns were conducted to maintain a destination presence in the global market. CNN’s immersive content with solid storytelling elements continues to provide a holistic overview of the Maldives to international travelers.