Issue link: https://maltatoday.uberflip.com/i/1118959
M2 maltatoday | SUNDAY • 19 MAY 2019 MOTORING MALTA'S historic aqueduct built in 1615, has been chosen by Express Trailers to feature in its latest advertising cam- paign. The new visuals feature the unmistakable orange trailer driven next to the aqueduct, re- flecting the irrefutable parallel that like the aqueduct, Express Trailers too has been engi- neered to deliver our essential everyday life commodities. "It was thanks to the aq- ueduct that Valletta and its growing population could thrive. Through the services that Express Trailers has been offering since the post-war years, our business clients and customers could keep grow- ing and thriving, pretty much the same way the aqueduct served Valletta and its grow- ing population. This is the raison d'être of our chosen visuals for this year," explains Franco Azzopardi, Chairman and CEO of Express Trailers. "When we started exploring the imagery of the aqueduct and how this could translate the messages that we want to communicate, we started seeing a lot of parallel as- pects. The first parallel was between the aqueduct as an innovation. It is our culture at Express Trailers to be innova- tive, to think outside the box, to be inventive of processes that are implementable. The aqueduct is also a structure, engineered to deliver wa- ter and our company too, is engineered to deliver goods and commodities. Just as the aqueduct delivered the most important and essential ele- ment needed for the city of Valletta to grow and thrive, so is Express Trailers engineered to deliver the many essential things we need in our daily life." This campaign also saw Ex- press Trailers collaborating again with renowned photog- rapher Rene Rossignaud with whom the company had al- ready collaborated in the past namely for the photography of a new fleet of trucks and trailers captured with Mdina as a backdrop. Express Trailers sees the aq- ueduct as a strong symbol for all that is representative of its identity as an established lo- gistics operator. "Today, the company has built a legacy based on a set of qualities which today are capsuled in three main values of Excellence, Experience and Expertise. The aqueduct was designed by expert people who had the expertise, passed this expertise to others, and regaled the country with a structure which till today is regarded as a feat and a pure example of engineering excel- lence," added Franco Azzo- pardi. This latest campaign was al- so a thorough exercise in re- interpreting the way Express Trailers is currently perceived by those outside of the com- pany. In fact, a lot of atten- tion is being given to how others look at Express Trail- ers and the values they see in the company that make them want to work with it. "The values we are trying to communicate in these new visuals reflect a lot of the im- age that our customers have of us as a prestigious com- pany with a long history and that its long years of experi- ence make it a leader in the sector," concluded Franco Azzopardi. The aqueduct star of Express Trailers' latest ad campaign