Matthew Vella
A new advertising campaign by the Malta Tourism Authority portrays the islands in their most charming and serene of images, breaking ranks with previous campaigns that often failed to make their mark.
Promoted by the Malta Tourism Authority, the three advertisements will be aired in all major source markets, namely the UK where it is currently airing, Germany, France and Italy. This is the first time ever that Malta will be having TV advertisement campaigns running in four major European markets, an MTA spokesperson said.
Tourism to Malta increased by 3.8% in 2008, with more nights spent on the island over 2007, despite the depressing international scenario. Low-cost carriers also played an important part in attracting tourists to the islands.
Malta was in fact one of the top performing Mediterranean destinations in 2008, with 1,290,856 tourists visiting Malta and Gozo.
Unlike a previous international ad campaign under the Brand Malta banner, the new TV advert marks a return to simpler advertising that promotes Malta’s natural, Mediterranean characteristics – the stuff that truly sets the island apart.
In idyllic summer weather, a family of three takes it easy strolling around Valletta, taking in all the sights, a nod to Caravaggio included, and treating itself to typical summertime pastimes, fireworks, and parish feasts.
In another romantic variation, the island is given the Sandals treatment, although severely notched down, without horny Americans prancing about. Instead it’s a relaxing outdoor massage with the San Lawrenz church in the background, Gozitan countryside galore, cruising at sea to Comino, snorkelling, and dining al fresco. Simple pleasures that go with the ad’s tagline, ‘Truly Mediterranean’.
The spots were co-funded by the MTA and Air Malta, although the costs have not been divulged by the authority due to ‘commercially sensitive issues’. The authority would only say the costs were “very much within brackets considered quite reasonable in the circumstances.”
The production of the adverts was entrusted to the National Geographic company.
The last international ad campaign attracted more criticism than accolades, when a reported €900,000 (Lm337,000) was spent on the ‘I am Malta’ ad campaign launched on CNN in 2006. Filming and production of the adverts was carried out by a CNN crew.
Any comments?
If you wish your comments to be published in our Letters pages please click button below. Please write a contact number and a postal address where you may be contacted.
Download front page in pdf file format
All the interviews from Reporter on MaltaToday's YouTube channel.
Artists, art critics and friends unanimously gather to remember the impact and value of Ebba von Fersen Balzan’s work and her strong connection with the Maltese islands
