The website ivalletta.com was yesterday launched in an effort to market the capital city as a mega mall where all sorts of activities and shopping are possible.

Research has shown that for the city to attract more people, it has to be marketed as one by means of an integrated concept. John Mallia, who represents ivalletta.com, said that his company has been working on the concept for the past two years and information about the city itself, events, shops and restaurants is available. The idea is to give the city the life it deserves.

Consequently, if people go to the theatre and would like to go to a bar or restaurant afterwards, they can check which places stay open till late. The portal includes a gift ideas search function and a deals section, which is exclusive to ivalletta.com visitors.

Mr Mallia said that this is not simply a directory but an experience for users, and is also integrated with Facebook and social media. Over the past week and a half, since the portal was launched on Facebook, it generated some 1,500 likes. He believes it is something both the market and the Valletta business community needed.

While promotion for the portal is underway, Valletta visitors are being encouraged to submit their ideas on what they would like to see on the portal. A stand resembling a Facebook page wall has been put up opposite the law courts and ideas can be written down on it. NGOs and people holding activities in Valletta can have a user account for the portal and will be able to upload and edit information and photos about their initiatives.

Valletta mayor Alexei Dingli said that this initiative is another link in the chain to bring out the city’s best potential. Last year, the local council started branding Valletta and he believes cohesion between establishments is necessary.

The council has recently employed a town centre manager to be the link between the local council and the business community. He noted that Valletta shops are not only in competition between themselves but also with shops outside Valletta and internet shopping.

The minister responsible for the self-employed, Jason Azzopardi said that the portal will help increase accessibility. He pointed out that Media Coop is involved in the web portal. The coop itself has been established for a number of years and contributed to an increase both in trade and jobs.