January 2018: Carpe Diem Maldives Pvt. Ltd. begins a 12-month social media campaign to celebrate International Year of Coral Reefs 2018.
Crystal clear waters teeming with colour and marine life surround The Maldives, making it one of the most appealing and diverse coral reef destinations in the world. The new digital campaign led by Carpe Diem Maldives promotes awareness towards the status of the destination’s coral reefs. Recreational and professional divers are invited to share their underwater images through Instagram and Facebook channels using hashtags #maldivesreefawareness #carpediemmaldives and #IYOR2018 stating information to three related Ds – dive, date and depth – on each image.
2018 was announced International Year of the Reef (IYOR – www.iyor2018.org) for the third time since 1997 by International Coral Reef Initiative (ICRI), an informal partnership between the Nations and organisations that strive to preserve coral reefs and related ecosystems around the world. IYOR is a global effort to increase awareness and understanding on the values and threats to coral reefs, as well as to support related conservation, research and management efforts.
Francis Staub, International Coordinator for the Year of the Reef for ICRI states, “We welcome this initiative embracing modern media and recognising public awareness as an essential element of coral reef conservation. Campaigns such as this ensure that the general public understands the value of, and the threats to coral reefs. Furthermore, the ongoing stream of images through #maldivesreefawareness on social media channels provides marine scientists and other stakeholders around the world access to real time data on coral reefs in The Maldives.”
Regularly visited dive sites across the Maldivian atolls will be captured to show the real time reef status amidst the effects of global warming, while also recording the ongoing recovery and conservation efforts being carried out by organisations such as Coral Reef CPR. At the same time, the digital campaign encourages public engagement and general awareness to the importance of coral reefs globally.
Acting Managing Director of Maldives Marketing & Public Relations Corporation, Haris Mohamed, says, “Recently awarded World’s Leading Dive Destination at the 24th annual World Travel Awards, the Maldives attracts divers from around the world to experience the beauty of our underwater marine life and reefs. This initiative by Carpe Diem Maldives highlights the conservation efforts various organisations are carrying out to ensure our reefs remain resilient and healthy for generations to come. We strongly encourage all divers to the Maldives to share their images on social media with the hashtag #maldivesreefawareness.”
Likewise, PADI Regional Manager for The Maldives, Matt Wenger, explains “Coral reefs are among the most beautiful ecosystems on the planet and PADI works with local communities around the world to ensure that residents understand the value of their local treasure. With close to 1.2 million tourist arrivals a year to The Maldives, initiatives like Carpe Diem’s #maldivesreefawareness are so important to get the message across about the beauty of the underwater world and why we need to do everything we can to protect it. We wholeheartedly encourage all divers to participate in this simple yet effective image sharing campaign.”
The digital campaign, which will run exclusively in The Maldives until December 31st, 2018, will be promoted to guests on Carpe Diem’s liveaboard dive cruises and at the upcoming resort in Raa Atoll. Carpe Diem Cruises welcome up to 60 divers weekly across all three of their luxury liveaboard cruises. Towards the end of 2018, campaign images posted throughout the year can be submitted to a panel of professional photographers, conservationists and IYOR officials, with a chance of winning a 4-night stay in 2019 at the new resort Carpe Diem Beach Resort & Spa.
Carpe Diem Beach Resort & Spa is a 40-minute seaplane ride from Malé International Airport, or a 20-minute flight to Dharavandhoo Domestic Airport in Baa Atoll combined with a 25-minute speedboat ride. Full-board room rates accommodating 2 adults and 2 children, or 3 adults, start from USD899 per villa, per night, and for solo travellers in a shared twin-bed Over Water Pool Villa from USD450. The resort is already accepting bookings for stays from 1st June 2018 onwards, for more information visit www.carpediemmaldives.com
Established in 2008 Carpe Diem Maldives Pvt Ltd. showcases a collection of luxury liveaboard cruises and is currently expanding its operations in the Maldives with a new 115-room pool villa resort in the northern Raa Atoll, scheduled to open 1st June 2018. Carpe Diem is renowned for delivering a sense of discovery, adventure and always with expertise that enriches our guests knowledge and time with us. The Carpe Diem name has built significant brand recognition within the top echelons of the travel industry for diving & leisure, and the current portfolio includes 3 high end liveaboard cruises, each catering 20 guests at a time. With the expansion into resorts, Carpe Diem is one of the most unique and only hospitality brand in the Maldives to offer both liveaboard cruises and resort stays.
For more information on Carpe Diem Maldives Pvt. Ltd., please visit www.carpediemmaldives.com
Carpe Diem Beach Resort & Spa: https://www.facebook.com/CarpeDiemBeachResort
Carpe Diem Cruises: https://www.facebook.com/Carpediemcruisesmaldives
For more information on the International Year of the Reef 2018, visit www.iyor2018.org
For more information on the International Coral Reef Initiative, visit www.icriforum.org
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Head of Brand and Marketing Communications,