Gozo mini guide launched at IMEX

The Malta Tourism Authority launched the Gozo Specific mini guides for the UK market so as to educate the UK trade and build brand awareness of Gozo as a viable travel destination. This includes increasing market share by promoting the shoulder months and increasing visitor over night stays and promoting and positioning the island as an off the beaten track product for active breaks, cycling and walking holidays.

The mini guide is being distributed mainly through ‘The Conference and Incentive Travel Magazine’ (HAYMARKET). This publication provided the best option in cross segment marketing i.e covering trade/ incentive /luxury/ Gozo and leisure segments.

The mini-guides are A6 in size and are circulated via the front cover of C&IT Magazine to full readership. The GOZO Edition was the second one produced by Haymarket. The May Issue was sent out to their circulation of 18,400 clients to coincide with a Malta feature and was also distributed at the IMEX fair thus increasing the normal distribution.

In addition to the branded printed version – a leisure specific unbranded version has been created in digital format so that it can be sent on to key tour operator clients. This unbranded version (electronic format) will be supplied with the opportunity to be printed for use as consumer collateral and for e-marketing purposes. The digital leisure version will be submitted to key tour operators to be sent out to existing client databases in turn increasing awareness of the island of Gozo to the consumer market.

The travel guide is acceible online at cerosmedia.com

The 3 key advertisers who supported the guide were Air Malta, Gozo Channel and Harbour Air Malta.

This issue is available at: 0905.