Branding Malta from the inside, outwards

The MTA recently presented the new internal branding campaign to MHRA members and other tourism industry stakeholders at St James Cavalier Theatre. Led by Kevin Drake from the MTA Brand Communications Office and MTA's branding consultant, Christian Sinding, the audience were updated on a raft of initiatives and actions contained in the Brand Plan for the next 18 months.

The launch was the culmination of an extensive one-year strategic project undertaken by the MTA. Malta's branding created a strong platform on which the many industry operators, career professionals, constituted bodies and commentators could focus their discussion and contribute their ideas to the long term health of Brand Malta.

Also speaking were leading figures in the MTA branding exercise working with the tourism industry and some representatives from the world of branding, Ogilvy Malta, who presented the forthcoming communications campaign. Jim Bruce, creative director, presented the importance of branding to the Maltese tourism industry and how Brand Malta can contribute to this industry's growth. Mr Sinding, presented the brand, what it means and how it came about and its expected contribution to the nation's international tourism performance.

The room was filled to maximum capacity with members of the tourism trade, press, operators, representatives of tour operators and the management of various leading hospitality organisations. Feedback about the Brand Malta logo, visuals and ideas were extremely encouraging.

The kick-off unveiled a new positioning for Brand Malta in an internal communications exercise, based on quantitative and qualitative research in Malta and abroad. Brand Malta reflects Malta's multiple strategic natural advantages - heritage, diversity and hospitality.

The new positioning has been translated into a comprehensive image campaign, which includes a new brand logo, print advertising, short and savvy image films, and a host of other applications.

The campaign is scheduled to run in leading local media during the second half of 2006, until the beginning of 2007. The branding campaign highlights the essential messages that give Brand Malta a qualitative and quantitative edge over other destinations: a distinct heritage based on a long historical tradition; impressive diversity - with hundreds of leisure options only 30 minutes away, from any one point, and warm hospitality straight from the heart.

Kevin Drake said that the new branding effort takes into account the dramatic changes sweeping the global tourism market. "The traditional role of tourism is changing. MTA is providing stakeholders with innovative marketing tools to ensure the competitiveness of our international image. A strong local brand is one of the most important assets we can offer the Maltese tourism companies in their worldwide marketing efforts," Mr Drake said.

"Strong brands are built from the inside, outwardly. Our intention is to ensure that the core of Brand Malta is as strong and healthy as possible... a firm base upon which to build the Brand further." He added that MTA intends to introduce further initiatives during the year aimed at strengthening the position of Brand Malta in the global tourism industry.