Atlas Insurance partners up with Joseph Calleja in corporate campaign

Atlas Insurance has announced that it will be collaborating with world famous Maltese tenor Joseph Calleja throughout the next year in order to promote its profile as one of Malta’s leading insurance companies. Atlas Insurance Marketing Director Catherine Calleja feels that this collaboration will “increase and give more exposure to local success and promote positive role models and values”, by using a marketing strategy that is “known to result in generating interest while making advertising entertaining to the viewer.”

Atlas Insurance, as a local financial institution and public interest company, considers the public as being a stakeholder. “We have chosen Joseph Calleja as a public figure who represents many of our values – among which ambition, commitment to service, innovation, empowerment, respect and the creation of value for all stakeholders,” Calleja said.

Running until the end of summer, the campaign will include a series of TV adverts with billboard and press advertising to back it up – with a theme that is strongly focused on ambition. “We have chosen ambition very specifically to ensure a continuous striving for excellence, while always ensuring respect and aiming at adding value for anyone involved with Atlas,” Calleja added. “Joseph Calleja is clearly an example of an ambitious person in all the positive senses of the word.   What we mean by ambition is that we must have a strong work ethic and be passionate about what we do and reward good performance.” She said that ultimately, Atlas’ adverts should be “an entertaining and positive experience for clients and potential clients, and this is another very important reason for this partnership. We would want our advertising to raise our profile and be enjoyable and positive at the same time.”

Over the years, Atlas has become known for including local art and culture in its corporate campaigns after it supported the Malta Philharmonic Orchestra, various opera events as well as a number of young visual artists. On an annual basis, Atlas publishes a calendar “which aims to make Maltese modern artists more accessible and visible to the general public.”