‘Cosmo Clubhouse’ campaign theme inspired by TikTok’s famous ‘Hype House’ scored one million followers during the launch month. The LA based mansion doubled-up as a content creator collective where highly-influential characters collaborated under one roof in a celebration of social media content to promote brands and each other’s platforms.
Influencers from Cosmo Clubhouse Middle East visited Maldives for a familiarization trip, conducted as part of the effort to increase Maldives’ popularity in the Middle East, particularly amongst Gen Z and millennial women from this region.
Four influencers along with the Face of Cosmo Brand in the Middle East travelled to Maldives for fun-filled experiences. The influencers from Cosmo Clubhouse included Marwa Al Hash, Layla Akil, Nadine Hossam and Mony Helal.
Cosmopolitan Middle East and the influencers collaborated and created content that is being shared on several platforms such as TikTok, YouTube and Instagram, making it the perfect choice to showcase the uniqueness and beauty of the Maldives.
The purpose of this trip was to ensure Maldives remains at the top of the mind of potential travelers in the Middle East. It was also aimed to promote the destination as a safe haven, providing information on the geographical formation of the scattered islands making it naturally private and secluded.
During the trip, the influencers stayed in two resorts – LUX* South Ari Atoll and Conrad Maldives Rangali Island – to enable them to experience the services and facilities unique to each property. They experienced a perfect slice of both the beach and the ocean life as they stayed in the resorts’ Beach and Ocean Villas and also took part in various activities offered by the properties, including snorkeling, spa and wellness facilities, watersports, and the gourmet cuisines.
At the LUX* South Ari Atoll, the participants were pampered at the luxurious resort spa with the treatments tailored to their individual needs. They were treated to Teppanyaki style dining at Umami, one of the eight specialty restaurants in the resort. At Conrad Maldives Rangali Island, the influencers were spellbound by THE MURAKA, world’s first underwater residence. The resort also boasts of the world’s first undersea restaurant, Ithaa, where they were hosted for a private lunch.
During the trip, the influencers from Cosmo Clubhouse have been creating digital, video and print content, including live, videos and content in other formats, and sharing it on their social media. The experience will also be featured as a part of an 8-page travel feature in the autumn print issue.
The FAM trip for Cosmo Clubhouse influencers is aligned with Visit Maldives’ Middle East market strategy, focusing on advertising and promotion of individual products, experiences available to tourists in the Maldives.
By August, Maldives welcomed 732,896 tourists, out of which 60,450 were from the Middle Eastern Market, which is one of the emerging markets with increasing arrivals. Visit Maldives has been hosting and participating in several events and activities targeting tourists from this market, in order to further boost brand awareness in the market.
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