CorpComms Magazine

The exotic island nation of the Maldives, has been rebranded with a new slogan and logo.

Once branded 'Maldives...the sunny side of life', the island is now 'always natural'.

The island's PR agency says the decision to rebrand the 11-year-old slogan was taken because the previous tagline was more aimed at sun-seekers. It was believed that the old slogan failed to attract the Chinese market who 'don't like the sun as much (as Europeans)', said Simon Hawkins, managing director of the Maldives Marketing and PR Corporation (MMPRC).

The idea is also that the national branding could be stamped on Maldivian food products such as tins of tuna. Thoyyib Mohammed Waheed, state minister for Tourism, said that this new change broadened the brand, which he hoped would lead to investment in the fishing and energy industries.

In September, the country saw a 15 per cent increase in tourist arrivals compared to the same time last year, and an increase of almost 18 per cent from January to September, according to the Tourism Ministry. In September, arrivals from China increased by more than 50 per cent, while arrivals from European destinations dropped by more than ten per cent.

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