Malta launches new brand identity
Incentives and Meetings, part of Visit Malta, is the new brand launched this month as Malta continues to develop the significant MICE business opportunities the islands have enjoyed over the years.
According to the office, the Visit Malta Incentives and Meetings brand emerged in part from market research and replaces the former Conventions Malta brand.
A creative new campaign will reflect the objectives and unique selling points of the MICE product in the Maltese Islands, notes the office.
The new designs have been designed by the Malta Tourism Authority’s global agency OLIVER Ireland and contain a varied image gallery and video content, reflecting the offerings and core values Malta has for MICE business. This new imagery was created during an 11-day shoot in Malta in March.
Slogans such as Corporate Culture Like No Other, The Meeting Point of the Mediterranean, Fresh Air, Clean Thinking and A Break from Convention, are all linked to the MTA #moretoexplore line.
Director of Visit Malta Incentives and Meetings, Christophe Berger, said: “We have invested considerable time in researching our brand positioning and believe that alignment with the Visit Malta brand and its consistent core values was the decision. most sensible to take. Malta has an incredible offer for incentives and meetings and we look forward to continuing to actively promote Malta in the international market.
“Malta International Airport connectivity is back to 85% of what it was in 2019 (and growing) and the islands have just been included in the Forbes Star Award programme. Malta’s gastronomic offer has grown at a rapid pace and now boasts five Michelin-starred restaurants. We are excited about the prospects for the future, especially to see important organizations holding their meetings and conferences on our islands over the next few months.
Meetings and incentives generate significant traffic during the shoulder seasons for Malta, which is in line with the strategy to improve the seasonal distribution of tourism and a more sustainable industry. “This niche is a perfect fit as our tourism industry continues to walk down the road to recovery to achieve long-term sustainability,” Tourism Minister Clayton Bartolo said.
Visit Malta Incentives and Meetings will participate in the main IMEX industry fairs in Frankfurt from 31 May to 2 June; IMEX America from October 11 to 13 and IBTM in Barcelona from November 29 to December 1.