One of the Newcastle taxis now promoting Malta and Gozo

The MTA steps up UK regional outdoor and online advertising

A series of outdoor regional advertising campaigns have been undertaken in the UK for the month of June to strengthen existing air routes to Malta and to increase the awareness of new routes. The outdoor campaigns, in Newcastle, Birmingham and Manchester, involve large ‘wrapping’ or ‘siding’ advertisements on taxis (Newcastle) and buses (Birmingham and Manchester) as well as 40 second video adverts on large outdoor LCD display screens (Birmingham).

This year in particular strategic marketing planning for the UK aims to enhance national press advertising through additional promotional activity including outdoor, on-line, taxi, bus, radio and large screen promotions that create a dramatic audio-visual impact in specific regions. A local radio and a bus campaign running through the cities of Manchester & Birmingham promoting Air Malta’s routes has been used to heighten awareness, whereas large-screen promotions in the heart of Birmingham will be been showing MTA’s latest commercial TV adverts on rotation. To promote EasyJet’s new route to Malta from Newcastle, a taxi campaign is running in the city centre with imagery both inside and outside the cabs.  A regional on-line marketing campaign in all new route regions: Newcastle, Edinburgh and Bristol, has been undertaken to directly target potential local consumers with offers and information on Malta.  Online campaigns have also been used to directly target the ideal consumers for the Malta Music Week and Isle of MTV Festival taking place in July.

All of the regional advertising that has and is yet to take place, has been meticulously planned to run in conjunction with national newspaper advertising and TV advertising campaigns. The MTA aims to give thorough coverage across the United Kingdom to raise Malta’s profile, to create platforms for Malta holiday offers, to help bolster tourist numbers on an ongoing basis and to strengthen the country’s image as an attractive holiday option for the UK consumer market.