Nick-Themed Treasure Hunt to Launch in Malta

Viacom Velocity International is partnering with the Malta Tourism Authority for Nickelodeon Treasure Hunt Malta, the island’s first Nick-branded experiential tourism franchise.

Nickelodeon Treasure Hunt Malta, opening next year from April 13 to 18, will feature characters from SpongeBob SquarePants, PAW Patrol, Nella the Princess Knight and Teenage Mutant Ninja Turtles. There will be a variety of character experiences at selected attractions, a free live theater show at Pjazza Teatro Rjal, a multimedia exhibition and workshop hub at St James Cavalier, and a carnival-style parade through Valetta Old Town.

As part of the experiential tourism franchise, Air Malta is releasing a jet with Nickelodeon branding, with activity packs distributed on the carrier’s flights.

Russell Samuel, the VP of creative and integrated marketing at Viacom Velocity International, commented: “Malta has plenty of appeal: sun, sea and culture, which, through 11 years of Isle of MTV Malta, we have successfully promoted to youth travelers, helping to increase the island’s youth tourism by 120 percent. 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.”

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