Pan-European Campaign for the Tourism Destination Malta in Germany, UK, France, Netherlands, Italy, Spain, Norway, Russia

Client

Malta Tourism Authority (MTA)

Objectives

  • Development of an integrated pan-European campaign featuring advertising, PR services, event marketing and online communication as well as media planning and purchase
  • Organisation and implementation of photo shoots and production of TV and viral spots
  • Adaptation of the campaign to all core markets; translation into all relevant languages German, English, French, Dutch, Italian, Spanish, Norwegian, Russian)

Tasks

  • Implementation of communication activities and material
  • Development of strategic PR communication approach
  • Development of a Media Strategy
  • Development of Media Planning for online, social media, Print, TV, Radio, OOH and traffic
  • Implementation of Media Planning including Media Buying
  • Regular evaluation of Media results including adaptation of Media Plan
  • Viral marketing measures for the launch of a video competition
  • Media relations and press office including drafting and distribution of press releases, press invitations and informational material
  • Intensive follow up
  • Research and compilation of specialized media contacts
  • Extensive PR services in the markets Great Britain and Belgium
  • Design and programming of e-newsletters for the United Kingdom, Italy, France, Germany, Belgium and the Netherlands
  • Design and programming of a newsletter registration site and a competition landing site in 5 languages (Italian, French, English, Dutch and German)
  • Design, editing and production of brochures

Target group

Tourists from Germany, UK, France, Netherlands, Italy, Spain, Norway, and Russia

Results

  • 5000 clicks per day on the MTA website
  • Increase of the MTA’s presence at various tourism fairs (ITB, WTM)
  • Increase of tourist visits by 4 % within the last years

Units Involved