Air Malta and The Malta Experience, the islands’ most popular heritage attraction, have successfully concluded an alliance agreement, paving the way for closer relations and seeking effective synergies of mutual interest. Both organisations shall endorse each other’s brands through various marketing initiatives aimed at providing increased customer value that will include e-marketing communication, visual exposure and sales promotion events. Speaking after the signing of the agreement, Brian Bartolo, Air Malta’s general manager Marketing & Product said, “Over the years The Malta Experience has established itself as one of the prime audiovisual shows on the islands. We believe that this agreement paves the way for better synergies between both organisations through which we can offer interesting new products to our mutual clients.”

Martin Mercieca, director of The Malta Experience, said, “We are very happy to have extended and improved our association with Air Malta. The Maltese airline is the main contributor to Malta’s tourism industry carrying over two million passengers every year. The collaboration aims to strengthen our marketing efforts in promoting the audiovisual show to a wider public.”

The Malta Experience is a subsidiary of the M. Demajo Group, one of Malta’s foremost privately owned businesses. The group has developed diversified interests in consumer products, ICT, hospitality, printing, oil, energy and infrastructure and manufacturing sectors.

The signing of the agreement took place recently at Air Malta Head Office.