Viacom Velocity International is creating Malta’s first Nickelodeon branded experiential tourism franchise: Nickelodeon Treasure Hunt Malta.
The new concept will aim to leverage to global power of the Nickelodeon brand, network and popular characters to drive awareness of and visits to Malta’s attractions during off-peak months.
It is based around creating exclusive Nickelodeon experiences and rewards at select attractions and will build upon the success of the annual Isle of MTV Malta live music event, which has helped reposition Malta as a youth travel destination.
Activity packs distributed via Malta Tourism Authority, at locations including the international airport and tourist information centres, will give kids a chance to learn more about their favourite Nickleodeon characters.
Activities will include searching for SpongeBob SquarePants at the National Aquarium, learning through play with the PAW Patrol pups at the Espolora Science Centre, learning to dual with Nella the Princess Knight at St James Cavalier and joining the Teenage Mutant Ninja Turtles at the Il-Suq Tal Belt food market.
Russell Samuel, vice president, creative and integrated marketing at Viacom Velocity International, said: “Malta has plenty of appeal: sun, sea and culture, which, through 11 years of Isle of MTV Malta we have successfully promoted to youth travellers, helping to increase the island’s youth tourism by 120 per cent.
“Now it’s time to further unlock Malta’s value and tourism potential by leveraging our unique and unparalleled expertise and the influence of the Nickelodeon brand for kids and families.”
The first Nickelodeon Treasure Hunt Malta will run from April 13 to 19 next year. The new franchise will be promoted across Nickelodeon’s vast international network.