Kids in for a treat next year as Nick­elodeon Trea­sure Hunt comes to Malta

Malta Independent - - NEWS -

The Malta Tourism Author­ity, to­gether with Vi­a­com Ve­loc­ity In­ter­na­tional, the branded con­tent, events and ad-agency of Vi­a­com In­ter­na­tional Me­dia Net­works (VIMN), yes­ter­day signed an agree­ment to cre­ate the is­land’s first-ever Nick­elodeon branded ex­pe­ri­en­tial tourism fran­chise: Nick­elodeon Trea­sure Hunt Malta.

The Nick­elodeon Trea­sure Hunt Malta will run from 13-18 April 2019, aimed at at­tract­ing fam­i­lies over the Easter school hol­i­days.

The agree­ment was signed by Tourism Min­is­ter Kon­rad Mizzi, Vice Pres­i­dent, Cre­ative and In­te­grated Mar­ket­ing at Vi­a­com Ve­loc­ity In­ter­na­tional, Rus­sell Sa­muel and MHRA Pres­i­dent Tony Zahra.

Nick­elodeon Trea­sure Hunt Malta will be based around cre­at­ing ex­clu­sive Nick­elodeon ex­pe­ri­ences and re­wards at se­lect at­trac­tions around the Mal­tese Is­lands.

Ac­tiv­i­ties will in­clude search­ing for SpongeBob SquarePants and friends at the Na­tional Aquar­ium, learn­ing through play with the PAW Pa­trol pups at the Es­plora Science Cen­tre, learn­ing to duel with Nella the Princess Knight at the 16th-cen­tury St James Cav­a­lier, and join­ing the pizza lov­ing Teenage Mu­tant Ninja Tur­tles at Is-Suq Tal-Belt food mar­ket.

In ad­di­tion to the char­ac­ter ex­pe­ri­ences at the selected at­trac­tions, a free live the­atre show at Pjazza Teatru Rjal will kick things off over the open­ing week­end, with slime-filled challenges and a multi-char­ac­ter mu­si­cal show for kids and fam­i­lies.

A Nick­elodeon Multi-Me­dia Ex­hi­bi­tion and Work­shop Hub will be open through­out the week at St James Cav­a­lier, with the week’s ac­tiv­ity be­ing rounded off with a car­ni­val style pa­rade through Valetta Old Town.

Mr Zahra said that an ini­tia­tive such as Nick­elodeon Trea­sure Hunt Malta is a step in the right di­rec­tion when at­tract­ing fam­i­lies to visit the Mal­tese Is­lands, par­tic­u­larly out­side of the sum­mer pe­riod and that the MHRA was fully be­hind this in­ter­est­ing event.

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 and now ac­counts for 25 per cent of all tourism. 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.”

In com­ments pro­vided fol­low­ing the an­nounce­ment, MTA Ex­ec­u­tive Chair­man Gavin Gu­lia was par­tic­u­larly pleased with the ex­po­sure which the Mal­tese Is­lands will be re­ceiv­ing, as he ex­plained that the fran­chise will be pro­moted across Nick­elodeon’s vast in­ter­na­tional net­work, which is one of the lead­ing en­ter­tain­ment brands for kids and fam­i­lies, and has amassed 1.2 bil­lion cu­mu­la­tive sub­scribers in over 500m house­holds across more than 170 coun­tries.

Min­is­ter Mizzi stated that part of the Gov­ern­ment strat­egy is to de­velop events and en­ter­tain­ment for fam­i­lies and kids: “This is an im­por­tant tourism niche for Malta and we are com­mit­ted to raise the bar. The Nick­elodeon events and pa­rade will also be en­joyed by Mal­tese chil­dren dur­ing the Easter hol­i­days.”

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