The launch of Malta’s euro currency on 1 January this year has been a complete success and this not only in terms of the smooth transition to the new currency. Acting on behalf of the National Euro Changeover Committee (NECC), Media Consulta (MC) undertook an intensive Europe-wide PR campaign with Malta featuring prominently in 849 print, 458 online and 233 TV media across 18 countries.

“These results beat our expectations. Media Consulta, with network agencies and established media contacts in all 27 EU member states and beyond, has proven to be the best possible partner to implement such a large scale international campaign,” said Alan Camilleri, executive director of the NECC.

Altogether 1,540 media reported on Malta and its accession to the monetary union, with circa 2.3 people viewing or reading them – an excellent promotional drive for an EU state whose tourism industry accounts for 24 per cent of the Gross National Product (GNP). The main target audience of the campaign was, therefore, the public in Malta’s main European tourist source markets, including Germany, Switzerland, Spain and France.

Media Consulta is a close partner of the Maltese tourism industry. Since 2007, the agency has been supporting both the Malta Tourism Authority (MTA) and the national airline Air Malta with the aim of boosting tourism to the Maltese islands. According to the MTA, circa 27 per cent of Maltese employment depends directly or indirectly, on tourism and the spending of holidaymakers.