Following hot on the heels of Singapore and Jamaica, the Maldives is the latest resort to hire PR support.
The lucky agency is Hill and Knowlton, which has been hired by the Maldives Association of Tourism Industry (MATI) to promote it across five international markets (UK, Germany, Italy, Japan and Switzerland). The agency pitched for the account around Christmas - it has taken until now for the appointment to be made. The contract is worth an estimated pounds 500,000.
John Rivett, managing director of the youth and consumer division of H&K London heads the account. Essentially H&K will run press offices for the Maldives, with the style and specialist consumer travel media being targeted.
This is the first time the Maldives has sought a proactive PR presence in Europe. MU Maniku, MATI's chairman said: 'We are keen to re-establish the Maldives as an exclusive but accessible and affordable destination.'
The team reports to Maniku, who is based in Male, the capital of the Maldives.
Rivett said areas which would be promoted included the diving facilities.
It would also be highlighting the fact that the Maldives encourages sustainable tourism. The Maldives is a Commonwealth nation, comprising some 1,200 islands, situated off the coast of India.