Catch the Sun instead
Malta bus campaign kicks off in UK
The Malta Tourism Authority is carrying out a strong outdoor
advertising campaign in the United Kingdom aimed at boosting sales from
the important feeder market for summer 2003.
Over 2,100 buses throughout the UK, mainly in London and Manchester,
will be carrying an advert promoting Malta until the 11th May 2003.
The Malta advert, featuring the strap line Catch the Sun instead
as well as an image of a couple bathing in the dazzling blue Mediterranean
sea will be shown on the side of each bus.
It is estimated that the Malta bus adverts will reach more than 13 million
potential holiday makers many times over.
The campaign is a continuation of MTAs promotional efforts in
the UK for 2003, which started with a strong TV advertising campaign
early this year.
Although advanced bookings for Malta early this year were positive,
the flow of new bookings to all destinations faltered due to the Iraqi
However, due to Maltas positive performance, UK operators did
not affect substantial cuts to the air capacity planned for summer 2003.
The bus-side campaign, which will cover 2,107 buses nationwide, will
be active for two weeks and is optimally timed to secure bookings for
this summer, now that the UK market is in booking mode once again.