McCluskey drives Malta’s UK push

The newly created Malta Tourist Authority has hired travel-specialist McCluskey and Associates as part of its effort to promote the island as an all year holiday destination to UK citizens.

The newly created Malta Tourist Authority has hired

travel-specialist McCluskey and Associates as part of its effort to

promote the island as an all year holiday destination to UK

citizens.



The agency was appointed after a three-way pitch including Quarterback

Communications and HDM, which continues as the tourist authority’s

advertising agency. McCluskey replaces Susan Martin Associates who held

the PR account from September 1997 until February of this year. Since

then, PR had been handled in-house.



The tourist authority was created at the beginning of September,

replacing the Government-led National Tourism Association of Malta. The

new body will be driven by the private sector, with the aim of forging

closer links between Malta’s private and public sectors.



The UK is the number one place of origin for tourists to Malta and in

1998, 450,000 Brits visited the islands. The brief covers not just Malta

but the other Maltese islands of Gozo and Comino. The aim behind both

the change in association and PR agency is to help boost the fluctuating

tourist numbers visiting Malta.



According to Sarah Sheehan, the McCluskey director heading to account,

the agency is keen to exploit the growing diving holiday market, the

youth market focusing on Malta as a nightlife resort, and the older

market focusing on Malta as a sunshine resort all year round.



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