Culture Trip creates bespoke campaign for Visit Malta to inspire people to experience everything the destination has to offer

Episode one – Malta on the Inside

Culture Trip — the travel e-commerce brand with content at its core — has launched a bespoke campaign for Visit Malta. The campaign was launched in collaboration with media agency, MediaCom, who proposed the partnership and handled the planning and buying.

To drive awareness for the destination, the campaign is targeting Culture Trip’s UK audience with a goal to inspire them to explore the very best of Malta, to discover something unexpected visiting this unique destination and to book their next holiday to the islands.

The campaign will remind people — after more than a year of travel being restricted — that Malta is a holiday destination that offers a multitude of experiences and something for everyone from amazing gastronomy to adventurous outdoor activities. 

As part of the campaign, Culture Trip’s Media Sales team has leveraged its key strengths such as its award-winning storytelling capabilities and its strong online channels, trusted by a highly engaged audience. The team has created a dedicated Visit Malta Hub on culturetrip.com that hosts a suite of bespoke branded content; it also features a collection of Places to Stay and Experiences — curated by Culture Trip — that can be booked online. Traffic will be directed to the hub via Culture Trip’s social media channels and newsletter. 

Content created for the campaign includes A Foodie’s Guide to Malta, Adventure in Malta and a dedicated Gastronomy video.

The campaign will launch in two bursts. Showcasing Malta as a beautiful, year-round sunny destination the first part will run until mid-October with the aim to target travellers considering last-minute breaks to get that last bit of summer sun. In the second burst of the campaign, Malta will be brought to life by Culture Trip through a virtual cooking class, with a host teaching guests how to create traditional Maltese dishes. The class will be available to book online — for free — via culturetrip.com.

Culture Trip’s highly engaged audience is passionate about food, drink, wellness, outdoor activities and adventure, with these themes at the heart of the bespoke campaign to make sure Malta is front of mind when travellers are thinking about their next holiday. 

Since 2019, Culture Trip has received more than 30 awards for its unique, inspirational content and its work for advertising clients. Offering a positive, brand-safe environment and customised services, it has become an attractive partner for those looking for bespoke campaigns.

Tolene Van der Merwe, Director UK & Ireland at Malta Tourism Authority said: “Malta has been on the green travel list since 30th June 2021, is open to fully vaccinated travellers, and continues to be one of the most popular holiday destinations for UK tourists. This bespoke campaign with Culture Trip puts a spotlight on the great and many adventures waiting to be discovered in Malta – we have something for everyone to explore. We love how Culture Trip brought this to life with unique and engaging content that will help to inspire new visitors coming to Malta, and are delighted that Culture Trip have collaborated with us to make holidays to our beautiful archipelago accessible for everyone.”

Tamsin Carroll, Culture Trip’s Group Account Director said: “As travel overseas opens up, we are proud to have been able to create a bespoke campaign for Visit Malta that inspires our audience to visit the islands. This destination offers incredible diverse experiences and we’ve brought this to life in a way we know our audience loves. We understand what our users are looking for so we are able to come up with campaigns that really speak to these interests while at the same time deliver against our client’s specific goals.

“Every month, millions of users come to Culture Trip for travel inspiration and many also now come to us to book travel — we offer a single platform that takes customers from inspiration to planning to booking. 

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For further information:

Please contact the Culture Trip PR team at pr@culturetrip.com

Please contact the Visit Malta PR team at: malta@finnartners.com

Please contact the MediaCom PR team at: Rachel.ohara@mediacom.com 

About Malta 

Malta is an archipelago in the central Mediterranean. Comprising three main islands – Malta, Comino and Gozo. Malta is known for its history, culture and temples dating back over 7,000 years and is home to three UNESCO World Heritage Sites. In addition to its fortresses, megalithic temples and burial chambers, Malta is blessed with nearly 3,000 hours of sunshine every year. English is the second national language on the islands, and Malta is part of the EU; Valletta is the smallest capital in Europe. The archipelago is famous for its diving, which attracts aficionados from around the world, whilst the nightlife and music festival scene attract a younger demographic of traveller. In 2020 Malta was added to the Michelin Guide, and now has five Michelin-starred restaurants. Malta will host Euro Pride 2023 and is consistently ranked as one of the top countries by the IGLA for LGBTQ+ travellers. There are daily departures to Malta from all major airports across the country, with an average flight time of three hours. 

About MediaCom

MediaCom UK is Campaign’s Agency of the Decade, working on behalf of its clients to unlock growth through media. We do this by helping our clients to See the Bigger Picture. This means that we apply our unique ‘Systems Thinking’ philosophy and technology to all marketing levers: media, message and data. As a result, we design communication strategies that deliver short term results and help brands build for the future.   

Our success is underpinned by our long-standing ‘People First, Better Results’ belief. We know that by investing in our people’s whole-person wellbeing, careers and capabilities, we will in turn help grow our clients’ businesses.  

Employing over 1,400 staff across five regional offices, MediaCom is the leading agency in the UK in terms of billings and has a client roster that includes British Sky Broadcasting, Direct Line Group, The Coca-Cola Company, Tesco and Cancer Research UK.    

MediaCom is a member of WPP, the world’s largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm. 

For more information, visit www.mediacom.cm/uk 

Find us on Twitter @mediacomuk 

Follow us on Instagram @mediacomuk 

Join us on LinkedIn at linkedin.com/company/mediacom 

Follow us on Facebook @MediaComUKNews 

About Culture Trip

Culture Trip is the travel e-commerce brand with content at its core and the trusted shortcut to booking travel that’s good, and makes you feel good. Culture Trip was created in 2011 to inspire people to go beyond their cultural boundaries and experience what makes a place, its people, and its culture special, unique, and meaningful. So for over a decade now, Culture Trip’s global community of travel experts and local insiders have hand picked the world’s best bits to share travel stories and unbiased recommendations, together with curated collections of places to stay, hotels, things to do, experiences and trips that can be booked online. Culture Trip inspires people and enables them to turn this inspiration directly into reality — in one single platform, they can discover and book spot-on stays, experiences, and now also TRIPS by Culture Trip.

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