'Visible enthusiasm' for Malta branding

Valletta, 25/04/06 - The Malta Tourism Authority (MTA) officially kicked off its internal branding process last week with a series of briefings by international branding consultant Christian Sinding.

Sinding held 15 "top-level" briefings with various representatives from the private sector and principal stakeholder organisations. More than 40 hotels, companies and organisations attended. At the briefings, each lasting approximately three hours, the Malta brand platform was explained in detail including the vision, the mission and the three core values of heritage, hospitality and diversity.

All those present "were visibly enthusiastic" about the Malta brand platform, and this was "demonstrated by the active participation of all during the briefings". In the coming weeks industry operators will be invited to appoint brand leaders who, together with the MTA, will formulate a brand training programme for all those working in the tourism industry.

In the following weeks the MTA will be distributing You are the brand publications, in Maltese and English, to all those working in tourism and related sectors. A nationwide mail-shot incorporating the condensed version of the Branding Malta publication will follow this.

More stakeholder group briefings are also being planned for May. In the coming months the tourism authority is planning to launch an intensive educational advertising campaign on all local media, aimed at creating awareness of the core values of the Malta brand and the need to adopt these core values in each and every service offered, at all times. The brand training sessions with industry front liners are also planned to begin at the end of May or the beginning of June. The training programme will be ongoing, says the MTA and will carry on into 2007.

In October, meanwhile, the MTA together with tourism industry associations and education authorities will be launching an awareness campaign in schools to make children more aware of the importance of tourism to the islands, as well as explaining what the core values of the Malta brand are.

"A number of other initiatives are also on the cards, promoting an ever-greater awareness of the Malta brand platform and the need for everyone to live and breathe the Malta brand".

Palazzo Parisio appoints S&M manager

Naxxar, 25/04/06 - Palazzo Parisio has appointed Antoinette Gouder as its sales and marketing manager. She joins as a key member of the small management team at the palace and will be responsible for new business development, as well as strengthening existing relations with the travel industry.

Reporting to the Baroness of Tabria, Christiane Ramsay Scicluna, whose family owns Palazzo Parisio, Gouder will be the key contact for the travel trade. A priority will be building business for Palazzo Events, the newly formed company, which from 1 December 2006, will have sole operational responsibility for all on-site catering at Palazzo Parisio.

In partnership with an Italian catering organisation based in Rome, Palazzo Parisio "will be setting new standards in catering for exclusive CIT events, receptions, gala dinners, cruise group lunches and weddings".

New F&B director at InterContinental Malta

St Julian's, 25/04/06 - The InterContinental Malta has appointed James Hewitson as director of food and beverage. Hewitson, 32, has moved from the Middle East where he had been working with InterContinental for the past six years in Kuwait and Bahrain.

He began his career in hospitality with TGI Friday's and reached the position of general manager in Egypt before joining InterContinental Hotels Group.

MTA holds promotional meetings in Paris, Stockholm

Valletta, 25/04/06 - The Malta Tourism Authority's (MTA) representation agency in Paris and Stockholm - Aviareps Magnum - organised a series of meetings in early April for principal tour operators, specialised journalists and travel writers in the respective countries' capital cities. The aim was to better acquaint those present with Malta as a destination, as well as to promote the changes at the MTA.

In both countries, the participants were addressed by the MTA's executive chairman, Romwald Lungaro-Mifsud, and by the director of marketing and sales, Jeffrey Cutajar.

Lungaro-Mifsud spoke of the restructuring of the MTA that led to the closing down of most of the authority's overseas offices, now replaced by representation agencies. He also referred to the branding of the islands, which the MTA considers to be a key project for making Malta a more attractive tourist destination.

This process, which will take three years to provide "the desired results", is based on the adoption of a vision, through the enactment of three core values. He explained that the vision chosen by the industry was that of enriching the life of those who visit Malta, whereas the three core values that embody the Maltese experience are heritage, hospitality and diversity.

In his presentation, Cutajar spoke about the new marketing strategy, which has shifted from one that was geographically based to a segment-based one.

"The trade representatives in both countries reacted most favourably to these events, and commented on how useful such meetings are so as to better comprehend what a destination such as Malta can offer".

MHRA sub-committee identifies resort problems

Sliema, 25/04/06 - During a meeting for members of the Malta Hotels and Restaurants Association (MHRA) in the St Paul's Bay area, the district's sub-committee was composed with Charles Yeomans, general manager of the Topaz Hotel, as chairman assisted by Max Gatt, general manager of the Bugibba Holiday Complex. Other members of the committee are Ivan Borg from the Primera Hotel, Tony Dowling from Nostalgia Restaurant, Charles Giordimaina from All Saints Restaurant, Ludgarda Schembri from the Suncrest Hotel, Ian Schembri from the Mavina Holiday Complex, Alex Pace from the Dolmen Resort Hotel, Adrian Spiteri from the Carolina Hotel and Charles Micallef from the Cavendish Group.

During the meeting, members identified 10 areas of action the committee needs to address. The committee agreed that it would meet with the authorities concerned to find solutions to the areas identified and provide support. The St Paul's Bay area, including Bugibba and Qawra, contains a third of the total tourist accommodation available on the island and more than 400 catering units. In summer the area attracts large numbers of locals and tourists making it one of the busiest resorts.

Cappello appointed Air Malta's CEO

Luqa, 05/04/06 - Joe Cappello, 53, was appointed chief executive officer of Air Malta this morning. He replaces Ernst Funk who left the company after some three and a half years in the driving seat.

Cappello, who joined the flag carrier in 1976 as a market research analyst, has held a number of positions in the airline - the last of which was as chief operating officer.

Commenting on the appointment, Lawrence Zammit, KM's chairman said: "Joe Cappello brings with him the in-depth, hands-on knowledge he has of the company and the airline industry. His leadership qualities are well known and he is a respected individual and professional both locally and overseas. Cappello's experience is vast in every area of our business, not least in the critical commercial revenue generating aspect. I am sure that together with the senior management team he will continue to lead the business in the right direction".

On his part Cappello said: "This is indeed the biggest professional challenge that I have had to face, and which I have taken on knowing that I have the support and backing of the shareholders, the board of directors, the four unions and the employees. I know that I can count on each and every one of us to do what is required of us in these difficult times. The task is huge, the resources are limited, but the willingness, experience and capability to turn the company around and continue delivering our seamless service is there".

Cappello is married to Monika and has two daughters, Adriana and Stefania.

New general managers for Corinthia Malta hotels

Floriana, 05/04/06 - Italian hotelier Italico Rota has been appointed general manager of the five star Corinthia Palace Hotel in Attard; he takes over from Nicholas Borg who has taken over the management of the Corinthia San Gorg Hotel.

This is Rota's second appointment in Malta, he was previously GM of the Hotel Ta' Cenc in Gozo.

New FMHPCE council named

Mosta, 05/04/06 - The Federation of Malta Hotels, Pensions & Catering Establishments (FMHPCE) has a new council for 2006/07. President of the federation is Lino Abela with Vincent Camilleri as vice president.

The secretary for the year is Lino Farrugia, treasurer is Anton Dougall and the assistant secretary is Charles Selvaggi. Council members, meanwhile, are: Nathaniel Borg, Robert Borg, Francis Calleja, Lino Cefai and John Grima.

Corinthia International appoints Ann Tillman sales and marketing VP

New York, 05/04/06 - Corinthia Hotels International named Ann Tillman as its vice president, sales and marketing for North America. In making the announcement, Geoff Andrew, CHI group director, sales and marketing, said: "We are expanding and strengthening our sales presence here following a very successful first year in the US market. Ann Tillman brings to Corinthia Hotels extensive experience in the American hospitality industry and we are confident that CHI will continue to expand its growth pattern and brand recognition under her direction."

Tillman will spearhead CHI's sales and marketing initiatives in the US. She came to New York City in 1979 from her native England to start her own company, Executive Room Service, a service for corporate business travellers offering free independent worldwide hotel booking service geared towards travel departments. In many respects she pioneered corporate travel, as the success of this concept and business model led to American Express Travel Related Services' acquisition of her company five years later.