Gerry Scotti as game master in Chi Vuole Essare Millionario

Mta promotes Malta in Chi Vuole Essere Millionario

The Malta Tourism Authority’s Italian office, together with Air Malta, recently secured two 30-second TV promotions during the quiz show Chi Vuole Essere Millionario at 1945hrs on Canale 5. Italy’s favourite master – Gerry Scotti, hosts this extremely popular game show.

These 2 TV promotions were viewed by just over 5 million people in Italy, with a frequency of 1.7 times per viewer. The spots promoted special offers to push Malta as a holiday destination for the months of November and December. This joint initiative with Air Malta promoted the special price of 99 EUR per person return from Rome and Milan Malpensa.

The first promotion, marketed Malta as an Island destination in the Mediterranean, which offers 7000 years of history, archaeology, art and culture and is only an hour way from Rome and two hours from Milan. Gerry Scotti suggest to the viewers to enjoy a weekend break on the Maltese islands to enjoy this rich heritage together with Malta and Gozo’s mild, Mediterranean winter climate. Gerry Scotti emphasised Air Malta’s offer of 99 EUR return including taxes.

The second promotion, marketed Malta as three Islands perfect for a enjoyable weekend break , which allows the visitor to relax in the mild winter weather, great food and good hotels ideal for wellness packages. Malta being so close to Italy and the cheap flight offer make Malta very affordable.

The target audience of this promotion was between the age of 25 and 35, as well as 50 to 65 years of age. However, Chi Vuole Essere Millionario can be said that the game show attracts an audience of every age.