The background:
MedTV is a digital TV channel launched in Malta, created to celebrate the culture, lifestyle, and everyday stories of the Mediterranean region. With big plans to reach audiences across the region and beyond, MedTV set out to become the go-to source for Mediterranean content and a platform where local businesses could advertise.
MedTV brought us in to shape the overall go-to-market strategy – focusing on visibility, audience growth, and building a brand that could scale across channels and countries.
Aim of the project:
We worked with MedTV to develop a clear and practical marketing approach, from identifying key audiences to shaping campaign ideas and setting growth targets. The goal was to create a distinct, engaging brand rooted in the Mediterranean vibe – blending authenticity, humor, and strong storytelling.
At the same time, we made sure MedTV’s internal team had the tools, templates, and training they needed to keep things running smoothly after launch.
Services provided:
- Delivered a comprehensive marketing plan covering brand positioning, audience segmentation, goals, and messaging.
- Created a platform-specific social media strategy with KPIs and a content calendar.
- Proposed three creative campaign ideas rooted in Mediterranean storytelling.
- Designed launch-ready digital ads and branded post templates.
- Prepared commercial and sales materials to support partnerships.
- Identified low-cost acquisition targets through Facebook group research.
- Delivered brand guidelines, templates, and team training for in-house execution.
Project result:
Our work laid the foundation for a successful launch and early momentum:
- Social Media Growth: Helped MedTV rapidly build a strong social media presence through targeted and cost-effective campaigns.
- Cost-Effective Engagement: Achieved excellent results with minimal budget, driving strong engagement at low cost.
- Strong Brand Identity: Shaped a consistent, playful tone that reflected the spirit of the Mediterranean and supported long-term recognition.
- Team Enablement: Equipped MedTV’s team with tools, templates, and training to manage content and communications independently.
Civitta’s role helped MedTV move from concept to a launched brand – with a clear strategy, solid foundation, and tools to keep growing.
