Branding Malta
Malta Tourism Authority Executive Chairman Mr Romwald Lungaro-Mifsud stated that "we need to have 400,000 brand managers if we want to be truly ahead of our competitors". From Travel Daily News:
The Malta Brand Survey consisted of a detailed questionnaire which was sent out to 5,000 Maltese nationals as part of the ambitious project which the MTA embarked upon earlier last year, in order to brand the Maltese Islands on the international tourism market. The research carried out marks the second phase of the Internal Branding exercise which aims to ensure that the three core values of Malta’s brand platform, namely Heritage, Diversity and Hospitality, are adopted by each and every citizen of these islands. The survey was aimed at obtaining feedback from the Maltese population regarding aspects of the Maltese tourism experience which they feel offer the most potential to attract visitors...
posted by Robert Micallef at 2/02/2006 12:27:00 AM
400,000 brand managers! Wow. Judging by how many things need management in Malta - not to mention the Govt- I think that's a bit rich. Of course I know what he means but we should be more realistic and don't push brand management or any other management onto everyone - if there was any real leadership we would see some results sometimes in the many things that need management in Malta. Buses, taxis, rubbish, lack of amenities and the list goes on.
Diversity? In the US that means multiracial, multicultural, range of sexual orientations, in short a diverse population. Didn't know that's something Malta was bragging about these days.
Maybe by diversity the Maltese mean how accepting they are of the different peoples from the various villages in Malta. Or perhaps even Gozitans. They certainly can't mean how they accept people from other countries - the furore on asylum seekers (which are conveniently and pejoratively included in the term "illegal immigrants")is a point in case.
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