Kaizenlog

 

 

 

 

 

 

NO. 1695

 

 

Media Consulta’s €21 million deal – joint press release issued by the Ministry for Tourism and Culture and the Malta Tourism Authority

 

 

The Ministry for Tourism and Culture and the Malta Tourism Authority refer to the article entitled “Media Consulta’s 21 Million Euro deal slashed to under 3 million Euros” which appeared ‘on-line’ on the Maltastar.com website (8^th November 2007). This article is based on inaccuracies and untruths.

 

The aim of the Marketing and Advertising Services contract was and remains to have one clear message about Malta’s tourism offering, across all our source markets. Media Consulta, having been selected following a rigorous process, is the company responsible for ensuring that this is achieved.

 

It is not true that the budget for this initiative was slashed. The combined fee, that is  the sum due to Media Consulta and the sum due to the media companies was and remains €21 million, spread over a three year period. Therefore no contract fee is being slashed.

 

The €21 million consists of two parts: the first part is the fee due to Media Consulta for the execution of the services as listed in their tender bid, the second part of the fee will be due to the media companies (newspapers, television and radio stations etc) that will run MTA’s campaigns.

 

MTA made it clear, right from the tendering stage that it was retaining the right to continue making use of its own media buying agencies, if these were capable of offering better rates.

 

This article also states that “Tourism Minister was adamant in retaining the services of the German marketing company” and that the MTA was more cautious. The only thing Minister Zammit Dimech is adamant about, at least in as far as tourism is concerned, is ensuring a sustainable future for our tourism industry. The Ministry’s and Minister’s role in this particular project was to ensure that the policy initiative of appointing a pan-European advertising agency, as recommended by the private sector in the Deloitte Report and in the National Tourism Plan, is implemented.

 

The whole tendering and selection process leading to the appointment of Media Consulta was driven by the Malta Tourism Authority. The Ministry’s involvement in the selection process was limited to the presence of the Permanent Secretary (MTAC) as one of the five members of the Technical Team tasked to handle the negotiations with the short listed bidders and on the ‘Ad Hoc’ Committee tasked with selecting the Preferred Bidder. The Ministry and MTA will now work with Media Consulta to ensure that the objectives of this initiative are achieved.

 

 

DOI – 08.11.2007

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