Light-hearted approach to attract UK tourists

"Malta. You just have to join in". This is the message currently being conveyed by the Malta Tourism Authority's print and television advertising campaign in the UK.

As in previous campaigns, the advertising focuses strongly on the close relationship between Britain and Malta as well as the unique welcome that is extended to visitors from the UK.

The MTA's television advertising campaign, currently being broadcast on ITV in the Manchester and London/South East regions until the end of January, takes the form of out-takes from a fictional holiday programme and ends with the female presenter being carried off laughing into the sparkling waters of the Blue Lagoon by two dashing locals.

The advert was intended to focus on Malta's core market of 25-45-year olds, without alienating other potential customers. The MTA said its UK office reports that consumer feedback on the adverts has been very positive. The adverts appeal to a diverse audience and successfully highlight that the Maltese islands have something for everyone.

The print adverts that accompany the TV spot have the same theme. For example, one advertisement shows a small boy using a baguette as a trumpet to join in with the brass band in a festa parade. In another, a couple are taking a photograph of themselves with the self-timer on their camera, only to find that all the locals have joined in.

"In short, the MTA's current UK ad campaign takes the traditional Maltese welcome message a step further - that the Maltese are so friendly and welcoming that they make visitors feel part of the scene.

"Fun, sun and culture are all incorporated into this series of lively adverts depicting a close, jovial interaction between foreign visitors and the local community," an MTA spokesman said.

Apart from the official ad campaign, the MTA, supported by Air Malta, also organises trips to Malta for both print and TV journalists.

Footballer Gary Neville has just signed a new two-year deal with the MTA and Air Malta to continue being Malta's official tourism ambassador in the UK.

Over the past two years, the Neville/ Malta partnership has proved to be a formula for success. Mr Neville has been a popular presence on Malta's stand at the Manchester Holiday and Travel Fair. He also presented a Wish You Were Here? holiday programme on ITV featuring Malta and had an estimated audience of about nine million viewers nationwide, as well as editorial features in the national and regional press.

"While Malta has fared considerably better than many destinations since the tragedy of 9/11 which had irreversible effects on the travel market, the UK consumer's behaviour is changing when it comes to taking holidays," John Montague, MTA's regional director, said.

"In turn, the MTA's advertising strategy in the UK needed to adapt accordingly. Short haul and short break holidays are more popular than ever, the market is increasingly competitive and more than anything, the MTA felt people needed to have a light-hearted, fun message to attract them to Malta," he said.

The UK is the main tourism source market for Malta, accounting for 40 per cent of all arrivals annually. Following the broadcast of Malta's TV advertising campaign in January 2003, bookings remained consistently positive almost throughout the whole year. In fact arrivals from the UK for 2003 ended at plus 3.6 per cent - "a very encouraging result in a year that saw the travel industry crippled first by Sars and then by the Iraqi war and terrorist threats", the MTA said.

According to the MTA's UK office, bookings to Malta for summer 2004 are already up over last year's levels.

The UK TV spot may be viewed on the Marketing Malta Overseas section of the MTA's corporate website www.mta.com.mt.