Male’, 02 September 2008; Maldives has initiated a radio promotional campaign on four major radio stations in the United Kingdom. The main objective of this campaign is to promote and portray the Maldives as an affordable luxury destination. The promotion will be aired from Maldives as a breakfast show in UK.
The partnering resorts and radio station broadcasting from those resorts are as follows.
Broadcasting date: 1 – 5th September 2008
| Resort | Station / Region | Broadcast time in UK |
| Royal Island Resort & Spa | Hallam FM (Sheffield) | 6 a.m. – 9 a.m. |
| Kurumba Maldives | Key 103 (Manchester) | 6 a.m. – 10 a.m. |
Broadcasting date: 8 – 12th September 2008
| Resort | Station / Region | Broadcast time in UK |
| Bandos Island Resort & Spa | Invicta FM (Kent) | 6 a.m. – 10 a.m. |
| Coco Palm Dhunikolhu | Metro FM (Newcastle) | 5 a.m. – 10 a.m. |
This campaign is expected to reach to an audience of over 1.3 million people. The listeners to each of the stations have an opportunity to win a holiday for a couple in Maldives by participating in a quiz. This radio campaign is supplemented with a parallel online campaign on the radio stations website. The live show from Maldives can be listened by visiting to their website in the above mentioned times.
www.metroradio.co.uk,www.key103.co.uk, www.hallamfm.co.uk, www.invictafm.co.uk
Maldives welcomed 69,715 visitors from UK during the first half of this year. UK emerged as the largest generating market for the Maldives in 2007 with 125,158 visitors and a market share of 18.5 percent.
Source: MTPB
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