Visit Maldives Launches Major Outdoor Campaign in the UK with Liverpool FC Partnership

The Maldives Marketing and Public Relations Corporation (MMPRC), is set to launch an extensive co-branded marketing campaign in collaboration with Liverpool Football Club (LFC) next month, aimed at boosting brand awareness and driving both last-minute sales and early bookings for the upcoming festive season. The campaign, which will run for three months, will target key locations across the UK through high-impact outdoor and digital advertising initiatives.

In a bid to enhance the visibility of the Maldives as the ultimate luxury travel destination, the campaign will feature over 100 taxis in London fully branded with images of the idyllic islands. In addition, advertisements will appear across buses, the London Underground, major airports, and business class lounges, reaching an estimated 76 million targeted individuals. This widespread exposure is designed to capture the attention of travelers, especially those considering a luxurious getaway in the Maldives during the festive period.

Beyond the UK, Visit Maldives plans to extend the campaign to global markets, with targeted efforts directed at Official Liverpool FC Supporters Clubs across Europe, the Middle East, India, and China. The collaboration with LFC, which boasts 316 official supporters clubs across 100 countries, is expected to generate significant international attention, further solidifying the Maldives’ status as a premium destination for travelers worldwide.

The partnership with the prestigious football club is anticipated to attract over 100,000 new visitors to the Maldives in 2025, generating an estimated USD 200 million in tourism revenue. The total investment in the campaign is estimated at USD 2.5 million, with expectations of a return on investment (ROI) exceeding 20 times the initial investment annually. Alongside the outdoor advertising efforts, the campaign will include various digital marketing initiatives such as appearances by Liverpool FC legends, interactive fan zones, joint events at global trade shows, and other engaging activations that will appeal to the club’s worldwide fanbase.

This new initiative follows the success of Visit Maldives' previous outdoor campaigns, including a highly successful taxi advertising effort in Berlin earlier this year, which was supported by key industry stakeholders. Visit Maldives is committed to promoting the Maldives as a leading luxury travel destination, while emphasizing sustainable tourism practices and showcasing the unique experiences the Maldives offers to visitors.

Through this collaboration with Liverpool FC, Visit Maldives aims to cement the Maldives' global reputation as the preferred destination for travelers, ensuring that it remains at the top of luxury travel lists worldwide.