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A - Underwater advertisementsThe year 1999 had been a difficult year for tourism in the Maldives as the coral bleaching incident of the previous year created a vast amount of negative publicity for the Maldives in its generating markets. The image of the Maldives suffered and a significant portion of the dive market segment of the Maldives were diverted to other diving destinations, especially to the Red Sea. The Maldivian tourism industry faced the challenging task of repositioning the Maldives as one of the best diving destinations in the world.
Maldives Tourism Promotion Board (MTPB) started a powerful promotion campaign to counterbalance the negative publicity of the coral bleaching incident and to reposition the Maldives. The campaign was implemented strongly in Germany where the negative publicity was most serious and in the UK where it was also quite substantial. The campaign included advertising in the German and British dive magazines. During 1998 and 1999 Rifa designed all the advertisements for this campaign.B - Millennium advertising for destination Maldives
During 1999, the Maldives also faced the problem of creating and maintaining demand during the high season which included maintaining demand for the new millennium. There was heavy competition from other destinations and they offered a number of activities and excitement that the Maldives could not offer. A different and unique concept was necessary in order for the destination to stand out and attract people’s attention. MTPB implemented the campaign “Get away from the millennium madness, do something really unique”. Rifa designed the advertisements for this campaign.
C - Concept
100% MaldivesRifa built the concept 100% Maldives (99% crystal clear water, 1% pure white sandy beach, 100% Maldives), which created a unique image for the Maldives in its generating markets. The concept remains one of the most popular for the Tour Operators operating to the destination and is used in advertising the Maldives in Germany, UK, and France.
D - Other Advertisements
During Rifa’s employment in Maldives Tourism Promotion Board (MTPB) he designed all the advertisements as well as many other promotional materials produced by the board. The quality and the creativity of the work were admired and commended by many including international tour operators, magazines, and the other advertising media used by MTPB.