The lands of Diar il-Bniet have been farmed for thousands of years, but it wasn’t until 2013 that it decided to open its doors to the world. The dream was singular and exciting; to deliver Malta’s first complete agritourism project, supported by a traditional respect for its craft and a progressive attitude towards marketing its story.
Diar il-Bniet entrusted Steves&Co. with the task of creating a brand image that would match its drive and passion for fresh produce, and a love for the land where it has made its name. To follow the launch, it was agreed that Diar il-Bniet would require continued support along conventional channels as well as a trusted and successful marketing firm to support the implementation – of which the wildfire success was both rampant and professionally rewarding.
For the firm, initial concepting was vitally important. Agritourism in Malta was still an unknown quantity; in order for the project to be a success Diar il-Bniet needed a brand image that was current, bespoke, and resonant with the artisan roots of Maltese farming heritage. It was a difficult composition to achieve, but one that brimmed with creative potential.
Ultimately, Diar il-Bniet needed to have instant impact. Gradual PR activity was key in seeding the market with a newfound appreciation for the role of Maltese agriculture in tourism, with the marketing team at Steves&Co. using close ties with the national media to grow interest in the project to crescendo level by its launch in early 2014.
Internally, a well-researched brand image was developed, along with a multi featured website and an accurate Tone of Voice. The team delivered a solution that was easy to digest and engaging to experience. Where Taste Meets Tradition was an agency strapline that now permeates through everything Diar il-Bniet stands for. Social media also played, and continues to play, a huge role in the marketing efforts of the brand, where the aesthetic lends itself to social conversation. For Steves&Co., Diar il-Bniet was a consummate exercise in brand creation, execution and implementation.
The launch of Diar il-Bniet was covered by every national media outlet of note, with the ceremony attended by notable dignitaries and members of the international media. Since its conception, a further host of international media outlets and blogs have featured the agritourism project, receiving praise for the branding and direction that Steves&Co. was able to deliver. Diar il-Bniet was able to see a return on its sizeable investment within a year of opening its doors, remarkable when forecasts suggested it would be three years before the business would start to see any form of ROI.
Socially, Diar il-Bniet continues to be an aspirational Maltese cultural hub, with 13,930 Facebook fans at the time of writing, a special benchmark considering the size of the Maltese populace, far surpassing the benchmark set by other comparable Maltese businesses.
Steves&Co. continues to create and deliver compelling brand stories for Diar il-Bniet, whose business is seasonal and in a constant state of development and change. For the team, it has been a special project which has allowed them to celebrate their Maltese heritage while delivering international standard execution.