As Malta braces itself for the European Parliament and local council elections this Saturday, the two major political parties have taken on notably divergent billboard strategies in their final appeal to voters.
The Labour Party has unveiled billboards across the island showing Prime Minister Joseph Muscat and the slogan “Join me once more”
This ties in nicely with the PL’s strategy of placing Muscat front and centre of the election campaign and the Prime Minister’s repeated claim that this election will be a choice between himself and Opposition leader Adrian Delia.
This could have something to do with the huge public trust gap between the two leaders, with a recent MaltaToday survey showing that Muscat’s trust rating (50.6%) is more than double that of Delia (22.8%).
Meanwhile, the Nationalist Party has unveiled a billboard for each of its 10 MEP candidates, all with an individualised message
MEP Roberta Metsola is advocating for Malta to restore its reputation, while her colleagues David Casa and Francis Zammit Dimech are calling for a work-life balance and a society that cares respectively.
Peter Agius is praising the hardworking nature of Maltese workers, Dione Borg is calling for more security, Frank Psaila is stating that life must be protected, Michael Briguglio is advocating for a clean environment, MP David Stellini is promoting a better quality of life, Roselyn Borg Knight is calling for a long-term plan, and Michael Mercieca is pledging to defend local businesses.
This is in line with the Nationalist Party’s message to the public that the upcoming election should not be viewed as a presidential race between two leaders but rather as a choice of individual candidates and the EU political groups they will represent in Strasbourg.
The PN has also erected a billboard with the slogan ‘I’m proud of my country’, complete with a photo of youths taking a selfie.