Isle of MTV Malta Special
Surveys carried out by the MTA showed that Malta was suffering from a perception problem in some regions in Europe and was viewed as a destination just for the older generation. BE VIACOM’s challenge was to widen Malta’s appeal and to start to position the island as a happening place and a destination of choice for youth across Europe.
BE VIACOM created a large, free outdoor event starring International artists, held in Il-Fosos Square in the heart of the island’s beautiful capital Valletta. The event appealed to young people across Europe, who were drawn to the island to attend this huge, free MTV event. Over the last 6 years MTV has bought acts such as Snoop Dogg, LMFAO, Lady Gaga, The Black Eyed Peas, David Guetta, Flo Rida, Nelly Furtado and Scissor Sisters to Malta, attracting over 50,000 young music fans to each annual event, which is now a firmly established fixture on the European Summer musical calendar.
The broader media campaign consisted of on-air Malta brand advertising with a new brand spot produced by BE VIACOM, a competition spot to drive engagement and awareness of the event, an hour long TV special which airs across MTV’s pan-European network and a dedicated microsite.
The results to date are impressive – tourist data issued by the National Statistics Office in Malta has shown a +35% increase in youth visitors aged between 0-24*. Isle of MTV has become key driver in young peoples decision to come to Malta with 9/10 people interviewed at the event saying MTV’s connection with Malta makes it appeal as a place for them and their friends.