The campaign focused on lockdown destination branding – through food experiences – where Scandinavians got a chance to win a Maltese inspired food experience in their own home. By teaming up with local, Mediterranean restaurants in Stockholm, Copenhagen and Oslo, Scandinavian consumers got the chance to win a Maltese meal served at a food truck or delivered to their homes by bicycle. A total of 300 meals were included in the campaign – 100 in each city.
The rationale behind the campaign was image branding by enabling consumers to dream themselves away and to keep Malta top-of-mind for future travels in a time where travelling was limited.
For the purpose of the campaign, three microsites were built to present the destination incl. destination videos and images, food experiences, recipes and general travel tips – and the possibility to sign up for the competition. To create further awareness of the campaign, we also sent out press releases to relevant, local media in the three cities.
By promoting the microsites and the competition through paid social, more than 370,000 Scandinavians were reached resulting in a total exposure of more than 1.3 million. Through the microsites, more than 125,000 Scandinavians were exposed to unique Malta content, making the campaign a great success.
The campaign microsites can be viewed below:
