Visit Malta
Case Study: Visit Malta – Relaunching a Destination
Challenge
Following the pandemic, Visit Malta faced the complex task of relaunching the island as a tourist destination while navigating rapidly changing travel restrictions. The constantly shifting traffic light system created huge uncertainty for media planning, with markets moving from green to red in a matter of days.
Goal
The objective was to streamline marketing activity by consolidating all European television campaigns under one agency. This reduced the number of contacts across markets and created a more efficient, cohesive approach to planning and delivery.
Solution
The solution was to negotiate directly with sales houses across Europe to secure contracts with no-penalty cancellation clauses. This proactive step provided the flexibility to adjust airtime bookings quickly as travel restrictions changed, minimising wastage and maintaining campaign effectiveness.
The streamlined process reduced stress for the client and allowed budgets to shift dynamically between markets as they opened or closed, keeping the brand visible and efficient across Europe..
Strategic Actions
1. Growth
Malta was recently recognised by Lonely Planet as the Top Destination to Unwind — a testament to the success of the campaign’s renewed visibility.
2. European Expansion
Activity is now live across the UK, Germany, France, Italy, the Netherlands, Belgium, Switzerland and Austria.
3. Future Plans
The partnership with Visit Malta continues to grow, with new territories under discussion for the coming year.
Results
The centralised strategy transformed campaign management and performance. By unifying planning and introducing flexible media agreements, Visit Malta achieved significant efficiency gains and increased exposure across multiple European markets.
The streamlined approach not only improved consistency and cost control but also strengthened the brand’s position as a trusted and desirable destination. Ongoing collaboration continues to deliver measurable results and sustainable growth across all markets.