After winning the Malta Tourism Authority (MTA) tender, MEDIA CONSULTA (MC) has announced a second major pan-European account win in Malta. Air Malta has given the MC agency network the lead on the conception and implementation of its advertising and media budget.

With an account of EUR2.5 million annually for the next three years, MC will develop advertising and investigate new advertising forms for the main markets of Germany, France, Italy and Great Britain. With a light-hearted and dynamic approach, the campaign aims to entice tourists to take a holiday with Air Malta.

Several weeks ago, MC won one of the largest accounts that the Maltese government has to assign; that of the MTA. “Almost all tourism advertising budgets avail themselves of either classical advertising methods or separate PR arrangements. As a result of our integrated approach, Malta will be at the cutting edge of tourism marketing”, said MC CEO Harald Zulauf at the presentation of the strategic communications approach in Malta.

The agency’s performance for the Malta Tourism Authority has also convinced Air Malta to follow suit. In May, MC developed a tactical media and advertising campaign in Germany and France that won over the airline’s decision-

makers. The pan-European summer campaign for Air Malta will start in September.

Air Malta offers low fares to Malta from all major European capitals, with

frequent flights and one of the newest Airbus fleets in the world.