Malta launches new brand identity

Incentives and Meetings, part of Visit Malta, is the new brand being launched this month as Malta continues to develop the substantial MICE business opportunities that the islands have enjoyed over the years. The Visit Malta Incentives and Meetings brand, the bureau says, emerged partly from market research and replaces the Conventions Malta old branding. A new creative campaign will reflect the aims and the unique selling points for the MICE product in the Maltese Islands, the bureau notes. The new creatives were designed by the Malta Tourism Authority’s global agency OLIVER Ireland and contain a diverse image gallery and video content, reflecting the core offerings and values that Malta has for MICE business. This new imagery was created during an 11-day shoot in Malta in March. Tag lines such as Corporate Culture Like No Other, The Meeting Point of the Mediterranean, Fresh Air, Clean Thinking, and A Break from Convention, all link with the MTA line #moretoexplore. Visit Malta Incentives and Meetings director, Christophe Berger said: “We have invested considerable research time looking at the positioning of our brand and believe that aligning with the Visit Malta brand and its coherent core values, was the most sensible move to make. Malta has an amazing offering for incentives and meetings and we look forward to continue actively promoting Malta in the international market. “Malta International Airport’s 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 gastronomy offering has been developing at a fast pace and can now boast five restaurants with Michelin stars. We are excited for the future outlook, especially seeing important organisations bring their meetings and conferences to our islands during the coming months.” Meetings and incentives generate significant traffic in the shoulder seasons for Malta and that is in line with the strategy to improve the seasonality spread of tourism and a more sustainable industry. “This niche fits perfectly as our tourism industry continues to walk the road of recovery to achieve long term sustainability,” said minister for tourism Clayton Bartolo. Visit Malta Incentives and Meetings will be attending major industry shows IMEX in Frankfurt 31 May-2 June; IMEX America 11-13 October and IBTM in Barcelona, 29 November–1 December.