The UK Office of the Malta Tourism Authority is currently busy preparing for this year’s World Travel Market, which is one of the biggest tourism fairs in the world in London this November.
Whilst also focusing on an extensive marketing campaign, it aims at promoting Malta as a Winter destination to fall in line with the Tourism Strategy currently in place.
The campaign includes VisitMalta advertising on the iconic London Taxis and multiple adverts on selected lines and stations of the London Underground.
Each of these adverts will have dedicated QR-codes taking commuters to a special landing page on visitmalta.com with more information, booking links, and even a nice prize for a lucky winner.
These initiatives form part of a wider plan for 2022. A plan which included more Out of Home Advertising; TV and Radio advertising with special segments on ITV’s Good Morning Britain and Lorraine; as well as a full-sized hand-painted Mural in Shoreditch with a pop-up activation featuring Maltese Pastizzi and Wine.
Meanwhile, a good word from Manchester United Legend Wes Brown helped to seal Malta’s tourism status. Last but not least, a Magic Mirror installed at London Waterloo Station, tied to the premiere of Jurassic World Dominion got people’s attention.
Such initiatives are always coupled and further enhanced with online campaigns which are targeted demographically and also by travel motivation.
Apart from all this, the UK office of the MTA, has also signed several Joint Marketing Agreements with Tour operators, through which the UK office has trained well over 2000 travel agents and operators in 2022 alone.
Moreover, several press trips are regularly organised, as well as trade familiarisation trips, with the recent ones having 30 Agents attending, while another 80 agents and representatives attending a FAM Trip organised in collaboration with the Association of Independent Tour Operators.
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