Sunrays celebrates 25 years with 'MICE race'

Sunrays, the Hamrun-based destination management company is celebrating its 25th anniversary with a change of image and a unique event. A new company logo and brand identity was launched on the Malta stand at the IMEX travel fair in Frankfurt, Germany, last month.

This new identity is focused on environmental alternatives and active culture learning in a direction to promote Malta from a different perspective. The need for change emerged from the necessity to compete with other destinations and the constant feedback received from international buyers.

Sunrays believes that these new measures are crucial to keep Malta at the top of the list of MICE (meetings, incentives, conferences and events) destinations. This new strategy was initiated by John's Garage, another subsidiary of John's Group, as a celebration of their 50th anniversary, which included planting 50 trees to reduce the company's carbon footprint on the island.

Sunrays is now complementing the initiative by introducing 'the MICE race' around Malta.

Last week, 15 top professional conference, incentive and event organisers from the Benelux took part in the race which began on Friday: a two-day familiarisation event around the Maltese Islands with a new, creative twist.

The adventure pitted the participants in a race against time and beyond speed, with a holiday for two, including return flights offered by Air Malta, four nights accommodation presented by InterContinental Malta, private car hire courtesy of John's Garage and a sailing trip on a yacht sponsored by Malta Yacht Charters, as the prize for the winning team.

Sunrays intends to make 'The MICE race' an annual event.