Outdoor campaign in UK to promote Maldives under Liverpool partnership

Maldives Marketing and Public Relations Corporation (MMPRC) is scheduled 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.

According to MMPRC, the extensive marketing initiative spanning over three months will utilize high-impact outdoor and digital advertising across key locations in the UK.

In this regard, 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.

With the campaign expected to reach an estimated 76 million targeted audiences, it will reinforce Maldives’ position as the ultimate luxury travel destination.

Apart from UK-based activations, MMPRC is planning targeted campaigns with official Liverpool FC Supporters Clubs in key source markets such as Europe, the Middle East, India, and China. With 316 official LFC Supporters Clubs across 100 countries, this collaboration is expected to generate substantial global exposure for the Maldives.

The campaign will also 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.

MMPRC states the partnership with LFC is expected to bring over 100,000 new visitors to the Maldives in 2025, generating an estimated USD 200 million in tourism revenue. 

While a total of USD 2.5 million has been invested in the project, MMPRC projects a return on investment (ROI) exceeding 20 times the initial investment annually. 

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

MMPRC affirmed its dedication to promoting the Maldives as a premier travel destination by showcasing our commitment to sustainable tourism while promoting its diverse experiences and breathtaking beauty.