Viacom Velocity International—Viacom International Media Networks’ branded content, events and ad agency—is partnering with the Malta Tourism Authority to launch the region’s first Nickelodeon-branded experiential tourism franchise. Nickelodeon Treasure Hunt Malta is designed to drive visits to Malta’s family-friendly attractions during off-peak tourism months through exclusive Nickelodeon-branded experiences.
Activity packs distributed at locations, including the international airport and tourist information centers, will feature activities that combine fan-favorite Nickelodeon characters with attractions throughout Malta. Activities include a search for SpongeBob SquarePants at the National Aquarium, and a lesson on dueling with Nella the Princess Knight at the 16th-century fort St. James Cavalier. Stamps collected at each attraction can be redeemed for Nickelodeon-themed prizes.
The inaugural Nickelodeon Treasure Hunt Malta event will launch in April 2019.
This new branded experiential tourism franchise is intended to build on the success of the annual live music event Isle of MTV Malta, which has been running for 11 years and has become Europe’s largest free music festival. Official tourism data from the territory shows that visitors under the age of 24 account for 25% of all tourism in Malta.
In June, Nick Jr. and Nickelodeon Viacom Consumer Products launched the Nick Jr. Adventure Centre in the UK. Targeting families with children ages two to four, the Adventure Centre features a number of Nick Jr. shows, including Blaze and the Monster Machines, Nella the Princess Knight, Shimmer and Shine, Rusty Rivets and PAW Patrol. Each brand has a dedicated play station within the Adventure Centre dome, where attendees play with toys and participate in activities in an effort to bolster consumer product sales.