The Maldives has been officially rebranded with a new marketing slogan, ‘always natural’, and a fingerprint logo consisting of islands, corals, turtles, sharks and herons that transitions from blue to green.
The objective, said CEO David Keen of agency Quo, was to create a brand “in which Maldivians around the world can be proud.”
Speaking at the unveiling of the rebranding at the The Maldives Marketing and PR Corporation (MMPRC) today, Keen said the brand “should talk to the Maldivian people, about industry, sustainability and environmental challenges and successes the Maldives has had.”
“The slogan ‘always natural’ emphasises the huge influence the natural world has on the Maldives,” Keen added.
The new logo and slogan replace the Maldives’ existing 11 year-old branding, ‘The Sunny Side of Life’.
“The old tag line was more targeted towards the tourism industry,” said State Minister for Tourism, Thoyyib Mohamed Waheed, explaining that the new branding broadened the brand to attract investment in industries such as energy and fisheries.
“The last slogan was great for the European market,” added Managing Director of the MMPRC, Simon Hawkins, as visitors from countries such as the UK considered the sun a key drawcard. “But the number one market is now the Chinese, who don’t like the sun [as much]. We have to adapt to the market.”
Keen noted that the broader national branding would allow cross-marketing opportunities, such as stamping the logo on Maldivian products such as tins of tuna.
“A can of Maldivian tuna sold in Marks&Spencer or Waitrose is reaching exactly the market we need to reach for tourism,” added Hawkins.
The new branding was approved by the Cabinet today.
The Tourism Ministry has meanwhile published figures revealing an almost 15 percent increase in tourist arrivals in September 2011, compared to the previous year, and a 17.7 percent increase in arrivals for the first nine months of the year.
Tourist arrivals from traditional European tourism markets for the Maldives dropped in September, including the UK (10.3 percent) and Italty (16.6 percent). Chinese arrivals meanwhile increase 54 percent.
Visitors stayed an average seven nights in the country’s 24,480 beds, while the average occupancy rate was 71.5 percent across the country.