Emmanuel Cassar's letter, under the heading Environmental Saviour Or Destroyer? (June 14), deserves to be roundly condemned for what it is - pathetic sales patter which is so contrived as to be an insult to readers. Without a shadow of doubt, Mr Cassar (or, maybe, the worried individuals who possibly asked him to concoct this letter), have followed with "great interest" (for which read "financial interest") the efforts of the Qala local council, environment NGOs and members of the public, "to shoot down the Qala Creek project at all costs".

Using marketing-speak, Mr Cassar tries to sell the Qala project by claiming that it will "rehabilitate a completely disturbed area" when this means, in plain-speak, burying a large part of the rest of the unspoilt bay under concrete. With deft use of play on words Mr Cassar reassures us that this project will be "a wholesome natural and cultural environment" which will "enhance as far as possible the natural environment and increase quality public cultural space".

Sadly for Mr Cassar, these and other exalted clichés such as "a caring society for all" and "a society exerting less pressure on the environment" simply fall flat. As to "a better quality of life" - this might possibly apply to potential yacht-owners and purchasers of the well-appointed properties but this purchasable quality of life will be, as aptly summed up by a blogger, at the great social cost of taking a beach with clean sea away from the local people.

Sorry Mr Cassar, you gave us some very nice words but, as you saw from the blogs that followed your letter, nobody bought your transparent PR. Good try, but no thank you. The few remaining untouched places in Malta and Gozo are worth more than money. Besides, there are already more than enough vacant properties in Gozo; hotels are being closed down and other projects as Fort Chambray turned out to be non-starters. Let us hope that this ill-advised attempt at PR will have the opposite effect and deal the death blow to this project.