The Maldives Marketing and Public Relations Corporation (MMPRC), operating under the Visit Maldives brand, is set to captivate the attention of millions in the United Kingdom through a large-scale outdoor promotional campaign in partnership with Liverpool Football Club. Launching in April 2025, the three-month marketing initiative aims to generate interest and bookings for the upcoming festive season while reinforcing the Maldives as one of the world’s most sought-after luxury travel destinations.
The campaign will feature striking Maldives-themed branding across more than 100 taxis in London, complemented by advertisements on public buses, the London Underground, major airports, and premium business lounges. With an estimated reach of over 76 million individuals across the UK, the campaign leverages high-traffic areas to maximize visibility and influence travel decisions among potential holidaymakers.
Expanding beyond the UK, Visit Maldives is also working closely with Official Liverpool FC Supporters Clubs in Europe, the Middle East, India, and China. These clubs totaling 316 across more than 100 countries, offer an expansive global network through which the Maldives brand will gain significant traction. This outreach is designed to attract a broad demographic of Liverpool FC supporters, many of whom align with the Maldives’ ideal tourist profile.
The partnership is anticipated to draw over 100,000 new visitors to the Maldives in 2025, contributing an estimated USD 200 million in tourism revenue. With a strategic investment of USD 2.5 million in the campaign, Visit Maldives projects an annual return on investment exceeding 20 times the initial expenditure, demonstrating the financial prudence of aligning with globally recognized brands like Liverpool FC.
In addition to traditional and digital advertisements, the campaign will include interactive elements such as fan zones, joint promotional events at major international trade fairs, and appearances by Liverpool FC legends, bringing the Maldives closer to football fans around the world. These activations are designed to foster emotional connections with the brand, encouraging travelers to consider the Maldives for their next vacation.
This initiative follows successful outdoor campaigns by Visit Maldives, including a similar taxi-based promotion in Berlin earlier this year. These campaigns are part of the broader strategy to strengthen the Maldives’ position in key global markets by showcasing its pristine natural beauty, world-class hospitality, and dedication to sustainable tourism.
By aligning with Liverpool FC, a club with a massive international following Visit Maldives continues to innovate in destination marketing, ensuring that the Maldives remains top of mind for luxury travelers worldwide.
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