Presentation by Mr. Carlo Micallef, Deputy CEO / Chief Marketing Officer for the MTA

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AGENDA 1. WEATHERING THE STORM 2. MARKETING MALTA DURING THE PANDEMIC

3. RESEARCH HIGHLIGHTS 4. FROM “DREAM NOW, VISIT LATER” … TO “FEEL FREE AGAIN”

5. VISITMALTA | MANCHESTER UNITED PARTNERSHIP 6. CONCLUSION

WEATHERING THE STORM:TOURISM & COVID-19 • This is the biggest challenge ever imposed on the industry.

• The Coronavirus COVID-19 presents the Tourism Sector with a major and evolving challenge as it evokes fear of travel and fear of meeting people.

• The Tourism Sector, like no other economic activity, is based on interaction amongst people.

WEATHERING THE STORM: MTA’s MARKETING STRATEGY • There has never been a better time to encourage people to dream of their perfect escape and the media are looking for ‘armchair travel’ inspiration through virtual and aspirational travel content to enthuse readers for when the time is right to make holiday bookings.

• Specific media are engaging readers through social content which encourages daydreaming engagement and sharing.

• We know from the travel editors that readers still want to read the travel pages as they provide much needed escapism from the daily serious news updates.

SOCIAL LISTENING • As expected, social conversations increase drastically and immediately online, once an announcement from the Government is made around travel restrictions and isolation. • Traveller sentiment improves after a positive announcement from the Government is made, as social audiences get used to new travel restrictions and lifestyle guidelines. Social Trends start to emerge after this, and this is the opportunity for Malta. • It is important to jump on board with social trends that are rapidly emerging day-today, however, the earlier we can be present in those conversations, with the right messaging, that is in line with the majority of social media audiences, then the greater impact our social content will have.

DIGITAL & PR STRATEGY

PROACTIVE • Content is constantly being created in response to the social trends emerging, that will give us ‘quick wins’.

• This will ensure our content resonates well with social media audiences to help generate the maximum amount of engagements.

• This is content that we create ready-torelease at the time of the next big Government announcement.

DIGITAL ADVERTISING

DIGITAL ADVERTISING

SOCIAL MEDIA

PHOTOSHOOT: DIVING – UMBERTO PELIZZARI

AWARENESS

AWARENESS

AWARENESS

WEBINARS

WEBSITE TAKEOVERS

WEB PORTALS

NEWSLETTERS

MICHELIN-STAR RESTAURANTS

MICHELIN + TASTE HISTORY

RESEARCH HIGHLIGHTS • With COVID-19 vaccination programmes starting in various countries, Europeans’ travel sentiment has improved, with 52% of respondents intend to travel in the next six months.

• The share of respondents willing to travel until the end of February 2021 dropped by 21%.

• Travel sentiment remains heavily reliant on the updates around the COVID-19 crisis; o 46% of Europeans plan to resume their Pre-Pandemic trip. o While 19% of respondents have stopped making travel plans. o 50% will change plans from long-haul to short-haul, to ensure their trip still goes ahead.

RESEARCH HIGHLIGHTS • Considering their next trip, early-bird travellers (i.e. those that are most likely to travel in the next 6 months) are still most enthusiastic about City Breaks (17%), followed closely by enjoying time on the Beach (16%) and experiencing Culture and Heritage (14%).

• Quarantine Measures, rising COVID-19 cases at the destination and fear of getting ill at the destination continue to be major concerns.

• Preference for travelling with a Partner (38%) or Family (35%) remains significantly higher than for Solo Trips (13%) among early-bird travellers.

• At least 75% of Europeans with Short-Term Travel Plans will book Online, 47% through an Online Booking Engine and 28% direct through a Hotel or Airline Website.

RESEARCH HIGHLIGHTS

RESEARCH HIGHLIGHTS

RESEARCH HIGHLIGHTS

Travellers are mostly searching within a 0-21 day window

Travel Searchers vary around the world

Visitors have never stopped dreaming

RESEARCH HIGHLIGHTS Latest • 6 in 10 travellers globally had a planned trip cancelled due to COVID-19.

• Millennials took more leisure trips.

• 1 in 2 travellers feel optimistic about taking a trip in the next 12 months.

The other half need reassurance.

• Travellers are more likely to take trips from April to September 2021.

• 7 in 10 will feel more confident travelling in the next 12 months with flexibility – such as travel insurance and trip protection, full cancellations, and refunds on transportation and accommodations.

RESEARCH HIGHLIGHTS: AIR TRAVEL

RESEARCH HIGHLIGHTS: ACCOMMODATIONS • 8 in 10 travellers expect to make accommodation decisions based on implemented pandemic measures including: COVID-19 Hygiene Protocols

Contactless Check-in, Room Service and Take-out

Strict Use and Enforcements of Masks

Reduced Capacity

RESEARCH HIGHLIGHTS: DIGITAL • 1 in every 3 travellers want to see destination messaging around social distancing measures or protocols and cleanliness standards • Travellers are increasingly turning to online travel sources for trip planning, more than prepandemic

RESEARCH HIGHLIGHTS: FINAL COMMENTS

TOURISM AND COVID-19: ACCEPTING REALITY

Travel has fundamentally changed

Airlines, Tour Operators and Visitors are prioritising Destinations with a plan now already

The Sector will not easily resume as it was before

Every Destination is now effectively a Start-Up

Industry partners are seeking concrete information and support from DMOs now

This pandemic is pushing those companies that will survive to rethink and renew their focus and strategy

RESEARCH HIGHLIGHTS • Hopeful travellers are already in that planning phase for spring breaks.

• Travellers are booking longer stays in those first post-COVID trips, which is going to be great for ‘in-destination spend’ and getting more ROI on campaigns.

• The UK and German markets in particular are very keen to travel internationally, 85% of booked trips are for abroad.

• Travel intent and bookings are being expected to increase in line with the vaccination programmes in the respective countries.

From … To

BRAND POSITION

More to Explore BRAND USP The perfect marriage of almost infinite experiences and opportunities, Malta truly has a wide appeal, with something for everyone.

And all within a moment of each other.

AUDIENCE TRUTH

BRAND TRUTH Malta remains a hidden gem.

The location offering a lifetime of experiences is yet be to fully explored.

Drained by a year of being stuck at home, we are all in need of a new experience and one that brings us back to life.

CAMPAIGN PLATFORM

Feel Free Again in Malta

CAMPAIGN PURPOSE Stuck at home for lengthy periods of time, our travellers have forgotten what it’s like to holiday on the islands. By tapping in to their senses, we can give them a ‘taste’ of the Malta experience, a refresher of what it’s like to invent a new experience every time you visit.

CAMPAIGN CREATIVE CONCEPT

Feel Free Again

• It is the campaign that makes the hearts of our audience skip a beat. It drops them into the islands, warms their skin in the sun, drenches and refreshes in the clear waters, thrills as they spill over hilltops, excites as they smell and taste all that is on offer. Our imagery is captivating and yet really accessible, with real-world experiences seen through the eyes of real-world people. Our language is short and punchy, driving a strong call-to-action. And a promise.

• Our creative approach is to go beyond the standard destination approach, and bring the destination to the audience, see others enjoying Malta so that they will be compelled to reach out for more.

• No longer locked down, it is time to encourage a return to FEEL FREE AGAIN.

GOALS • To recover the market from the losses endured through COVID-19 and ensure that tourism is boosting the Maltese economy • To show that Malta offers a year-round quintessential Mediterranean island experience, infused with cultural heritage

OBJECTIVES • Growth in perceptions of Malta being for the younger market as well as longterm older market • Growth in tourist arrival numbers for 2021, dependent on air capacity • Increase our overall consideration that is measurable to benchmark in future years

STRATEGY • Consumer: Engage with the consumer that is ready to travel abroad by showing them why travelling to Malta as their first break from confinement is the best option.

• Trade: Educating the travel trade to fall in line with our overall campaign.

Select trade to be CTA partners with the consumer marketing.

CAMPAIGN • “Feel Free Again” in Malta.

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

CAMPAIGN CREATIVE CONCEPT

•

This Partnership would not make sense with any other country.

•

This is more than just a Partnership, it is a special deep-rooted story and relationship that has existed between the club and Malta for over 60 years.

• As part of the partnership, Visit Malta and Manchester United will encourage the club’s fans around the world to experience the vibrant, young, exciting and beautiful country, with the Malta Tourism Authority providing attractive travel offers exclusively for Manchester United Supporters.

• Through this partnership, Visit Malta will get strong exposure during home matches and on the club’s Digital Marketing Channels, Social and Printed Media.

• Through such channels of communication, there will be an increase in Brand Awareness to attract tourists from new, non-traditional markets, and attract more foreign direct investment and business.

• This partnership complements the MTA’s tourism strategy to consolidate our traditional markets such as the UK, whilst targeting new markets from the Eurasia Region, where Manchester United holds a very strong following.

Breakdown of Fanbase • Asia Pacific: 325 Million • Middle-East and Africa: 173 Million • Europe: 90 Million • North America: 34 Million • South America: 37 Million

CONCLUSION: STRATEGY • Prioritise Markets according to: o Tourism Potential – as per the Economic Situation and Demographics o Air Connectivity o Health Authorities’ Advice

• Industry indications at this point are that Tourism Travel will be preferring short-haul, i.e. point-to-point without transits.

• Synergies with Air Malta, other Airlines, Accommodation Providers and tourism operators will be crucial.

CONCLUSION: LOOKING AHEAD • MTA will be focusing on European Destinations first.

• MTA’s marketing budgets will be shifted more towards social media and digital marketing activity, with the objective of creating awareness, capture engagement and quick conversion.

• Travellers will more than ever be expecting a memorable experience and best value for their holiday.

Thank You Mr. Carlo Micallef Deputy CEO & Chief Marketing Officer carlo.micallef@visitmalta.com (+356) 2291 5250