‘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 MTA’s 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 crisis.
However, due to Malta’s 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.