Air Malta approached us in early 2018 to help them promote their new routes, especially with audiences in their new destinations.
The aim: promote Malta as a destination through Air Malta’s 7 new routes the airline had started operating in.
The plan: a targeted online campaign with beautiful photography.
The result: over 700k impressions with 20k clicks.
Wanting to take things further, we proposed a parallel #takemetomalta campaign where we flew 17 international travel influencers to Malta for a three-day whirlwind tour of the most Instagrammable spots. We planned their itinerary around their trade – photography, Instagram, and Youtube – so that every place they visited, they visisted at the perfect time of day to take the most visually striking shots for their followers.
We encouraged the use of the campaign hashtag which resulted in over 300 mentions during the week.
All in all, we recorded over 1,030 posts, stories, tweets, blogs and vlogs in relation to the campaign.