End the campaign

I initially approached the problematic Brand Malta campaign by a letter, written more than a month ago. This letter was good enough to raise awareness from readers, columnists, cartoonists and editors who let rip their views about this insipid foreign brain wave and from what I read this campaign was shredded to pieces by their overall expression.

If one would take the overall idea of Brand Malta, the person or persons who were involved for the launching of this campaign should have got the sack immediately. But now I read that they are just patching up this botched-up campaign.

The public now would like to know how much this bungled effort cost, including the monthly golden payment to its foreign originator, whom I have read receives an outrageous €30,000 (approx. Lm12,500) per month! That is a lot of money wasted in such a futile campaign!

We have tried so many foreign imported ideas and the majority of them didn't and wouldn't work here as Malta is a very small island with different characteristics from any other small island. We have so much to offer and yet we don't appreciate it as we stupidly believe that it is only a foreigner who can provide a solution to the problem. In other words we damn ourselves and praise a foreigner who comes in for a few months, delivers such a ludicrous idea and gets out richer than before.

Instead of concentrating and improving on what we have, ensuring that we have a top product to sell internationally, we (I mean the MTA) just blindly approved a dismal campaign called Brand Malta, as if the think-tank of  the MTA has gone absolutely dry and totally exhausted!

The chairman of the MTA should put his hand on his heart and admit that a campaign like this wouldn't work and put a quick end to it, saving a lot of taxpayers' money and concentrating on more attainable levels.

If he doesn't then he is steering his ship into troublesome waters and it would be all his fault in the end as he has been rightly advised by Maltese and foreigners who have Malta's interest close to their hearts, that the whole campaign was a failure in its concept and should be scrapped immediately.