Addu City Council, in partnership with the local branding agency Creative Crew and Encrea Studio, has unveiled a new tourism brand called “Addu: Beyond the Equator” to position Addu City as an international destination. Known for its unique location on the Earth’s equator, Addu Atoll boasts a rich natural ecosystem and vibrant cultural identity, setting it apart from other Maldivian atolls.
The brand launch, held at Canareef Resort in Addu, represents months of creative effort aimed at capturing the essence of Addu City. The brand is designed around five themes that showcase Addu’s distinct attractions:
- Beyond Ordinary highlights Addu’s diverse marine life and famous dive sites.
- Beyond Beaches celebrates ecosystems like mangroves and inland lakes, going beyond just sand and sea.
- Beyond Horizons captures the stunning sunrise and sunset vistas unique to the atoll.
- Beyond Serenity designates Addu as a UNESCO Biosphere Reserve.
- Beyond Dreams emphasizes Addu’s unique cultural heritage.
The initiative also includes a promotional film featuring Addu’s scenic landscapes, complete with custom music to capture its allure. Social media elements like Instagram story templates have already sparked considerable interest, reflecting strong local and international engagement.
Addu City Councilor Hussain Zareer emphasized that the brand aims not only to attract visitors but also to celebrate Addu’s identity, inspiring collaboration among local communities, businesses, and tourism stakeholders. By distinguishing itself with these unique offerings, Addu City aspires to compete with top travel destinations in the Maldives.
