Atlas Insurance recently announced that they will be collaborating with internationally renowned Maltese tenor Joseph Calleja. The company strongly believes that this campaign will increase and give more exposure to local success and promote positive role models and values while hopefully entertaining the viewer.

The marketing campaign includes both newspaper and outdoor advertising but will be predominantly based on TV advertising. “It’s important to concentrate on television where audio-visual elements can be exploited to the full with this Joseph Calleja campaign – his visual expressions and above all his voice create the enjoyable and positive atmosphere we want.” Catherine Calleja, Atlas director, added.

This agreement has mainly materialised because of the similarities of several values between Atlas and Joseph Calleja. “We have chosen Joseph Calleja as a public figure who represents many of our values – among which ambition, commitment to service, innovation, empowerment and respect. We hope that the campaign, while making our products more accessible and visible, will also showcase another Maltese success story and inspire many of us to go the extra mile” concluded Ms Calleja.