NEWS | Wednesday, 03 September 2008

Melita rebrands identity

Melita Cable has launched a rebranded identity that reflects the company’s position as the leading communications and home entertainment provider in the Maltese Islands.
As from 1 September 2008, the existing Melita Cable, Melita Digital, hello, Onvol and Melita Business Communications brands will fuse into one rebranded Melita. These individual brands and their respective logos will cease to exist and will be replaced by the refreshed Melita brand. This will not affect any benefits enjoyed by subscribers from current product packages.
Melita’s rebranded identity was unveiled today during a media event at the Mediterranean Conference Centre.
“This rebranding represents the shift from a multi-brand company to a complete home entertainment and communications solution – one source, one name, one brand” said Stephen Wright, Melita’s Chief Operations Officer.
“We wanted to introduce a customer-focused, forward-thinking communications company to the Maltese Islands. This is a brand committed to listen to you, work for you and is all about you. Welcome to a fresh Melita experience”.
The essence of the reinvented Melita brand aims to simplify technology and amplify possibilities. Four core values lie at the heart of the Melita brand: human, flexible, empowering and reliable.
“The Melita brand is best summed up in one sentence ‘Your world with you’. It is an expression of a wide range of Melita’s experiences. It is a quick and easy way to remember what the brand does best - Melita empowers customers and provides them with the tools to build their own world of entertainment and communications” Mr. Wright explained.
Based on this positioning, the Melita brand is set to surpass expectations, surprise with efficiency and high levels of customer care.
“We understand that all our customers are different. Each have their own dreams. Our brand enables customers to fulfill their dreams, to go further and dream bigger. We want our customers to feel that choosing Melita is the best decision they have ever made”.
In line with this commitment, Melita has re-engineered its Customer Assistance Centre to offer a 24-hour, 7 days a week, customer service. The 24/7 operation kicks off on 1 September and customers can avail themselves from a single telephone number as a point of contact for all requirements: 27 27 27 27.
Commenting on the aesthetic look and feel of the new logo, Mr Wright said that it is intrinsically connected to the company’s heritage while at the same time, it is the reflection of a future business strategy.
“Melita is very proud of its 17 year heritage as a pioneer in introducing breakthrough technology, to assist customers improve their quality of life. We are not changing for the sake of change and our identity retains the most important element, our name, that will help us build on our successful history. Our name is our pride, and research has shown that our customers and our employees are equally proud of Melita’s reputation”.
In the last months, the Company commissioned professional market research to evaluate the strength and weaknesses of Melita’s house of brands and, subsequently, applied sound marketing communications strategies to reinvent a fresh and dynamic Melita brand.
“This rebranding exercise has served as a catalyst to introduce a brand which is easily understood by our customers and that provides them with an opportunity to choose their ideal mix of products and services from one single source” Mr Wright explained.
Over the last months, a great evolution has been taking place within the Company after GMT Communication Partners and M/C Ventures Ltd joined forces with Melita. As the rebranding project continues to unfold across all levels of the Company’s operation, in the coming months Melita is set to grow further as it enters the mobile telephony market with a new offering. Melita holds a licence from the Malta Communications Authority to operate a fully-fledged mobile network.
“We are determined to remain the leading provider of communications and home entertainment solutions in the Maltese Islands. Melita’s rebranding exercise is the first step in our journey towards launching a latest generation mobile network thus becoming a quadruple provider for television, internet, telephony and mobile” Mr Wright concluded.