By Kevin McCauley
Ruder Finn’s tourism work for Maldives is worth $65K a month, according to its contract with the Indian Ocean island nation that was subject to a military coup in February.
Mohamed Nasheed, the country’s deposed leader, told the Financial Times on July 1 that travelers should cancel planned trips to the Maldives to protest its “illegitimate government.” He became the nation’s first democratically elected leader in 2008.
The goals of RF’s three-month contract, which kicked off April 26, are to instill confidence in the tourism industry of Maldives, promote its “government’s commitment to strengthening democracy and sustainable development” and improve its image.
On the media front, RF is to “begin the process of developing relationships with key journalists who are friendly and receptive” and “ensure inaccuracies are corrected immediately to avoid pick-up and further dissemination.”
RF is targeting “high level stakeholders” in the U.S., U.K., British Commonwealth countries, “relevant EU institutions” and NGOs.
The independent firm will “develop champions who are willing to speak publically on Maldives.”
RF has established the following billing rates for CEO Kathy Bloomgarden ($500), chief global strategist Louise Harris ($445), head of parliamentary affairs Hugh McKinney ($400), senior VP Lauren Cohen ($345), VP/account manager Matt Walsh ($280) and account executive Noah Zachary ($160).
Total monthly expenses are not to exceed $80K unless authorized by the Maldives Marketing and Public Relations Corp. That amount includes the monthly retainer and out-of-pocket outlets.
The former leader of the Maldives has called for tourists to boycott the island nation’s Indian Ocean beaches as he seeks to reverse a military coup that overthrew his government in February.
“I’d say to anyone who has booked a holiday to the Maldives: cancel it. And to anyone who is thinking of booking one: please don’t bankroll an illegitimate government,” Mohamed Nasheed told the FT. |