The Malta Tourist Authority is seeking a European agency to build a â¬5m (&£3.4m) campaign around its branding strategy.
The MTA, which has no retained agency, is looking to rebrand Malta as a destination in the mind of travel consumers. The brief has been touted across Europe.
An MTA spokesman says research revealed that no single distinct image comes to the mind of consumers when they think of Malta and that a campaign could take three years to establish a strong enough identity to achieve this.
The spokesman says/ “We have a branding consultant who has devised a strategy for us to use as a platform for a future campaign. Our three core values are history, hospitality and diversity. It is hoped that we can find the correct advertising and communications agency to project this strategy, both nationally and locally.”
Tourism accounts for 30% of the gross domestic product in Malta and 27% of the total employment, amounting to more than 41,000 jobs. The branding of the Maltese islands is high on the government’s agenda.