Malta hunts agency for branding work

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.

Latest from Marketing Week

Marketing through the ages: The 2000s bring the dilemmas of digital

As part of our 40th birthday celebration, we asked previous editors to sum up marketing and Marketing Week during their time at the helm. Ruth Mortimer was editor in the early 2010s as the impact of digital led to real challenges over scale versus consolidation of power, audience versus context and personal versus personalisation.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here