An integrated marketing communications plan for the Malta Tourism Authority

Abstract

With tourism trends expecting to grow in 2012 and beyond, especially among Europe's largest non-European source market, the United States, Malta can embark on this opportunity to increase its American outbound market share. Youth especially are the new pioneers of travel, driving the trend virally through their powerful online and offline social networks. Even more so, travel 1s no longer simply a vacation, but a journey tilled with meaningful experiences that lead to discovering one's true self. This integrated marketing communications plan seeks to explore American youth travel desires through qualitative in depth interviews in order to develop a campaign for the Malta Tourism Authority (MTA). The research results proved a similar pattern among young females who look for a new cultural, historical, and hidden gem destination. Therefore, the brand idea "Must Meet Malta" was born to serve 18 to 34 year old American females. Must Meet Malta is characterized as a new lover that can meet young women's checklist requirements and more, romancing them with both functional and emotional attributes. The campaign is strategically placed with the media the target audience consumes most, delivering a compelling message that will resonate in their minds for years to come.