The Malta Experience, one of the country’s foremost tourist attractions, has contributed images to the high profile country branding campaign ‘This is Malta’, currently running at the famous department store Harrods in London. The showcase coincides with the 70th anniversary of the awarding of the George Cross to the Maltese islands for heroism during World War 2, and the images depicting historical and cultural scenes are expected to be seen by 1.2 million Harrods shoppers and countless passers by.
The impressive high resolution images of Malta, many of which feature in the popular audio-visual show, are being used to promote the country as a tourist and investment destination. Featuring images of beaches, churches, ports, temples, theatres and feasts, the photographs taken by the show’s producer, Jon Wrigley, were carefully selected to reflect the diverse aspects of the Maltese islands. Many of the images have been produced in large print format (some exceeding 5 meters in length) and used as part of an impressive window display running along the elegant retail high street of Brompton Road.
Images contributed by The Malta Experience also feature on various digital screens throughout the department store. In addition, in collaboration with the Malta Tourism Authority, an eight page postcard booklet about the islands has been handed out to shoppers throughout March.
“’This is Malta’ has been a wonderful showcase of what the islands have to offer both tourists and investors,” said The Malta Experience’s General Manager Martin Mercieca, “As one of the island’s foremost tourist attractions, we are delighted to be involved in this spectacular national promotion and to contribute beautiful imagery that reflects Malta’s rich history and culture.”
‘This is Malta’ has been an initiative spearheaded by Malta’s High Commissioner in the UK, Joseph Zammit Tabona, and organised in collaboration with The Malta Enterprise, the Malta Tourism Authority and Finance Malta. Inaugurated by Malta’s Prime Minister Dr. Lawrence Gonzi, the promotion has been hailed as one of the most extensive campaigns carried out at Harrods and an overwhelming success in promoting the country’s tourism, infrastructure, workforce and investment opportunities to Malta’s largest foreign market.