Air Malta to issue advertising agency and media agency tenders

Air Malta, Malta's national airline who is undergoing a massive restructuring process, announced that it will be issuing invitations to tender for the appointment of an advertising and a media planning and buying agency.

"The agencies selected will not only work with Air Malta in campaigns targeting the local market but will also be supporting the airline throughout several countries of its international network," Air Malta said.

"The three year agreements, which will be reviewed each year, are seen as a key element in the airline's restructuring and are aimed to integrate the airline's marketing communications function and maximise the airline's return on investment."

Air Malta said the creative advertising agency will be expected to develop advertising campaigns not only for Malta but also for the airline's key markets in both traditional and new media with special focus on digital communication.

The agency will also be expected to coordinate on a regional level to adapt materials into country specific advertising and provide valuable input to the brand's communication strategy.

"The ability to work across the range of media channels as well as propose performance metrics to assess the effectiveness of the campaigns is imperative," Air Malta said.

The airline is also looking for a media planning and buying agency that will assist it with buying of media space in local and foreign publications and other media.

"The agency needs to have the support of an international network to be able to build awareness of the airline in all targeted markets across Europe, North Africa and the Eastern Mediterranean," Air Malta specified.

The agency is also expected to support the airline on both strategic and tactical levels by developing and executing media plans for special promotions by measurable media solutions.

"It will need to work closely with its network partner agency and be supported by local media planning and buying services capable of covering Air Malta's network," it said, adding that the selection processes will include consultations, submission of proposals, short listing, a creative exercise and presentations.