Atlas Insurance announced recently that it will be collaborating with internationally renowned Maltese tenor Joseph Calleja in a marketing campaign that includes both newspaper and outdoor advertising but will be predominantly based on TV advertising.

The company strongly believes that this campaign will increase and give more exposure to local success stories and promote positive role models and values, while hopefully entertaining the viewer.

“It is 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,” said Atlas director Catherine Calleja.

The agreement was reached mainly 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 are 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,” Ms Calleja concluded.