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Karl Stagno-Navarra
The Malta Tourism Authority’s Norwegian consultant Christian Sinding who created the widely criticised ‘Brand Malta’ campaign, has categorically denied having identified the wrong strategy for Malta.
Replying to questions put forward by MaltaToday, Christian Sinding insisted, “not at all, and not in any way” had he failed to identify the right strategy for Malta.
However, this reply differs from a previous interview given by Sinding a few weeks ago to The Times in which he admitted: “we might have used language which wasn’t accessible to everybody. In hindsight, it might have been a better idea to talk about the core values”.
According to the Norwegian consultant, “what has been criticised by some, is only the first part of a five-stage strategy that will brand and position Malta abroad. This campaign will start in early 2007.”
Christian Sinding confirmed that he had been recommended to MTA by hotelier Winston J. Zahra. He also confirmed that he served as a consultant to Rezidor, the SAS Radisson hotel group holding company in Europe.
Contacted yesterday, MTA chairman Sam Mifsud explained that the next phase of the ‘Brand Malta’ campaign will kick-off as from late September, however it will be slightly changed from the original plan spelt out by Sinding.
“We will focus more on the core values” he said, while adding that MTA will be keeping to the recommendations listed by Sinding.
ksnavarra@mediatoday.com.mt
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