Malta Unesco Heritage Trail
CLIENT
Malta Tourism Authority
YEAR
2009
WHAT WE DID IN SHORT​
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Benchmarking
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Cultural and historical research
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Content review
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Podcast format concept
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Onsite interviews and audio recording
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Onsite photography
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Scripting
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Audio Information architecture and experience design
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Audio editing
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Copy writing
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Voice-over selection and recording
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Logo and visual design
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Enhanced podcast production• Publication on iTunes Store
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Analytics monitoring and reporting
MORE ABOUT THE PROJECT
BRIEF
Malta is a well-known sun&sea destination, while its rich cultural heritage is often overlooked. The Malta Tourism Authority was looking for innovative ways to promote Malta as a cultural destination towards a growing target: independent travellers from all over the world.
OUR SOLUTION
Audio podcasts are great for the independent traveller, because they can be listened to on any mobile device and used on-site as a personal audio-guide or as a tool to prepare the trip. We produced a total of 15 enhanced podcasts (audio podcasts with images) on Maltese UNESCO World Heritage sites. We curated every aspect of podcast production, from content planning to scripting, on-site interviews and recording, audio editing and on-site photography. We took extra care in producing top audio quality, using BBC-standard recording equipment and a professional journalist as a speaker, with a standard English accent in order to be understood by an international audience. The result is an easy-listening and compelling presentation of Maltese Cultural Heritage, suitable for usage on various media: smartphones, tablets, mp3 players and radio. The podcasts were officially presented by the Maltese Tourism Authority at the important World Travel Market professional fair in London and then uploaded on iTunes, on Spotify and on the VisitMalta website.
SUCCESS
With over 50,000 downloads, the VisitMalta podcasts were a success, and proved a valuable content easy to be re-used in different online media, like websites and mobile apps. The podcasts also received critical appraisal by tourism marketing professionals as “fantastic podcasts” and a “marketing idea to be stolen“.