A creative initiative to raise Malta’s game as the ultimate holiday destination with Ghent's visitors and the local community has kicked off to very positive feedback with a video of a mural being set up raking in over 7,000 views.
In what can easily be referred to as one of the year’s most memorable and original marketing stunts, the Malta Tourism Authority (MTA) explains that the idea behind The Mural was to create something as cool and trendy as Malta is as a destination, especially during the festive season. “Everyone knows the classic posters and billboards in the streets, but we wanted to be more original,” MTA representative Etienne-Marc Mifsud says.
Following brainstorming sessions and planning meetings, Etienne-Marc reveals that the choice of location was narrowed down to either Ghent, Antwerp or Brussels but the location availabilities and financial costs relating to the renting of advertisitng space meant they settled on Ghent. The wall in question is in front of a big event location called the Vooruit – originally the city's festival and art centre – and is also in close proximity to Ghent University. “Many students live in the neighbourhood and the street is a very busy one,” Etienne-Marc explains. “This way, we were sure many people would pass by the mural each day.”
The commissioned artist, Jan Vanbriel, took six days to design and hand paint the façade, a process which in itself generated a huge buzz in the Ghent community. “It was not only an advertisement but also a piece of art,” Etienne-Marc explains, adding that “people were really interested to find out what would be shown on the wall.”
Now that it’s been up for a couple of weeks, Etienne-Marc can reveal that the stunning mural depicting Valletta’s skyline has made a big mark. “Many people who pass by stop for a moment to see what it’s all about and maybe even take a picture,” he says.
The Mural will remain there till the 15th December, after which it will likely be covered by other wall art or advertising material. Asked whether this initiative will be multiplied in other locations across Europe, Etienne-Marc’s reply is that “MTA's international marketing is always looking to be innovative and eye-catching.” Looks like a case of never say never!
We sure hope we see more along these lines!