Viacom Velocity International is creating Malta’s first Nickelodeon-branded experiential tourism franchise: Nickelodeon Treasure Hunt Malta.
According to a report in the License Biz, the new idea will influence the power of Nickelodeon brand, network, and popular characters to drive awareness.
The first Nickelodeon Treasure Hunt Malta is scheduled to take place from April 13 to 19 next year. The new franchise will be promoted across Nickelodeon’s vast international network.
The agreement was signed at the Ministry for Tourism office in Valletta, in the presence of the Minister responsible for Tourism, Dr Konrad Mizzi, Vice President, Creative and Integrated Marketing at Viacom Velocity International, Russell Samuel and MHRA President, Tony Zahra.
The event will be 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.
Through this new franchise, the main idea is to help 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 Nickelodeon 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.
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.
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.”
Air Malta is set to launch a brand-new plane which will be decorated with a livery featuring popular Nickelodeon characters, including SpongeBob SquarePants.
Lovin Malta revealed a first-look at the NEO Airbus, which is currently parked at Ireland’s Shannon Airport ahead of its maiden journey to Malta.
Besides SpongeBob, the plane also includes pictures of Raphael from Nickelodeon’s upcoming Rise of the Teenage Mutant Ninja Turtles, Skye from PAW Patrol, and Nella the Princess Knight.