Malta Tourism Authority

Originally won as an international pitch, competing against 40 other global agencies, Oliver Ireland has been partnering with the Malta Tourism Authority since 2017, managing a broad range of requirements for the brand. Since then, our collaboration has been nothing short of extraordinary. From breathing new life into the brand’s identity to crafting captivating campaigns, we’ve been on a mission to elevate Malta’s appeal on the world stage.

We’ve delved deep into the essence of Malta, uncovering its rich tapestry of geography, culture, and vibrant people. With each project, we’ve woven these elements into a powerful visual narrative that resonates globally, strengthening the island’s reputation as a must-visit destination.

But our journey didn’t stop there. In 2023, fueled by a pursuit of greater brand awareness, we embarked on a bold new chapter. With precision and passion, we refined, evolved, and unleashed the “Explore More” brand campaign that was not only captivating but cemented Malta’s status as a year-round paradise.

Brand Development and Solution

In a world brimming with diverse countries, cities, and regions, many have carved out their own unique identities, drawing people in with irresistible allure. Just like any brand, destinations must pinpoint what sets them apart, igniting excitement among residents and visitors alike.

Malta recognized the need to redefine its position in the hearts and minds of its audience. To stand out and enhance its appeal, the brand had to put itself in the hands of those who visit and embrace the perspectives and experiences of these visitors. This approach would showcase the island’s universal charm, resonating with both a new generation of tourists and returning visitors—be they families, couples, or friends.

Enter the new mantra: “Explore more.” Malta has embraced a bold, opinionated style, employing a diverse range of imagery and activity-based taglines to inject fresh energy and undeniable appeal into the brand. By adopting an honest and natural approach to visuals, the brand offers a tantalizing glimpse into genuine experiences and moments, steering clear of clichéd beach scenes and overly polished settings.

This imagery taps into the rich tapestry of Malta’s history, culture, people, and ever-changing landscapes, ensuring the brand remains dynamic and competitive in the cutthroat arena of destination marketing. With each snapshot, Malta evolves, adapting to meet the demands of an ever-evolving audience, ready to explore more and discover the island’s endless wonders.

Global Campaigns





The Outcome

The refreshed identity is now spearheaded by a clear market position, a definitive understanding of the visitor types and a unique visual approach that sets the brand of Malta apart from the rest of the Mediterranean competition in the eyes of the customer. With a full endorsement from the Maltese government, the new positioning will now be implemented across all promotional engagement across the globe.

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