Visit Maldives partnered with Excite OOH to increase last-minute holiday bookings and early festive season interest in the UK. A high-impact out-of-home campaign was delivered across London to reinforce the destination’s position as a leading luxury travel choice.
The challenge
Visit Maldives wanted to stimulate late-season travel demand in a highly competitive luxury travel market. The objective was to drive consideration and bookings while maintaining strong brand visibility in key UK source markets.
The challenge was reaching high-value travellers at scale during peak commuting and travel moments, while standing out in a crowded media environment.
The idea
Excite OOH developed a nationwide out-of-home strategy focused on high-impact, high-frequency placements across London.
The campaign leveraged premium digital formats and a time-sensitive “summer sale” message, supported by a co-branded partnership with Liverpool FC to add global credibility and reach.
The execution
The campaign ran across fully digital underground panels, bus supersides, airport placements and premium business lounges.
By combining transport, travel and commuter environments, the campaign ensured sustained visibility among affluent audiences at moments closely linked to holiday planning and travel intent.
The results
The campaign delivered an estimated 76 million impressions across the UK, significantly increasing awareness and consideration for Visit Maldives.
Projections indicated over 100,000 new visitors and an estimated $200 million in tourism revenue in 2025. With an expected ROI of 20x on a $2.5 million campaign investment, the activity strengthened Visit Maldives’ position as a top-tier luxury destination in a strategically important market.