Malta promotion in UK

The Malta Tourism Authority is carrying out an outdoor advertising campaign in the UK, aimed at boosting sales for summer.

Over 2,100 buses throughout the UK, mainly in London and Manchester, will be carrying an advert until May 11 promoting Malta.

It is estimated that the Malta bus adverts will reach more than 13 million potential holiday makers many times over. The bus-side campaign, which will cover 2,107 buses nationwide, is optimally timed to secure bookings for this summer.

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 advance bookings for Malta early this year were positive, the flow of new bookings to all destinations faltered due to the Iraqi crisis, the MTA said yesterday. However, due to Malta's positive performance, UK operators did not bring in substantial cuts to the air capacity planned for summer 2003.