The Malta Tourism Authority has just announced the first-ever Nickelodeon branded event for Malta: Nickelodeon Treasure Hunt Malta. The exciting nationwide treasure hunt will feature some of the TV channel’s most popular characters in a series of fun family-friendly events that will run from 13-18 April 2019, aimed at attracting families over the Easter school holidays next year. This is part of the government’s plan to begin offering more family-friendly and kid-centred events throughout Malta.

“This is an important tourism niche for Malta and we are committed to raise the bar,” said Tourism Minister Konrad Mizzi. “The Nickelodeon events and parade will also be enjoyed by Maltese children during the Easter holidays.”

The Treasure Hunt is being organised in collaboration with Viacom Velocity International, the branded content, events and ad agency of Viacom International Media Networks.

The popular Paw Patrol will be in Malta

Malta is set to become a Nickelodeon playground for kids

The Nickelodeon Treasure Hunt will see some of the most popular characters in the world hanging out in unique locations all over the island.

You’ll be able to search for SpongeBob SquarePants and his friends at the National Aquarium, play with the PAW Patrol pups at the Esplora Science Centre, dual with Nella the Princess Knight at the 16th-century St James Cavalier, and join 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 Valletta.

Russell Samuel, Vice President, Creative and Integrated Marketing at Viacom Velocity International said ‘Malta has plenty of appeal: sun, sea and culture’

“Through 11 years of Isle of MTV Malta we have successfully promoted the island to youth travellers, helping to increase Malta’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,” he said.

Dr. Gavin Gulia, Executive Chairman of the Malta Tourism Authority 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.

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Johnathan Cilia

Johnathan is an award-winning Maltese journalist interested in social justice, politics, minority issues, music and food. Follow him at @supreofficialmt on Instagram, and send him news, food and music stories at [email protected]