The Malta Tourism Authority is pleased to announce that for the ninth consecutive year the MTA and MTV will collaborate in producing the Isle of MTV Malta Special concert in Floriana’s historic Il-Fosos Square on Tuesday 7th July 2015 for one of the must-attend highlights of the summer music calendar.
Isle of MTV is considered to be one of the coolest and most eclectic free European summer music events with a reputation for showcasing some of the biggest names from the international music scene. Previous performers have included Lady Gaga, Black Eyed Peas, N*E*R*D, One Republic, Maroon 5, Akon, Enrique Iglesias, Kid Rock, David Guetta, Metro Station, Snoop Dogg, LMFAO, Jesse J, will.i.am and Rita Ora amongst others. The 2014 performers included DJ Hardwell, Nicole Scherzinger, Kiesza, Dizzee Rascal and Enrique Inglesias.
The open-air concert features live performances, which will be filmed and edited into a 60-minute special that will broadcast across 20 MTV channels throughout Europe. As part of an extensive integrated marketing campaign, the Isle of MTV Malta Special concert will be supported by marketing initiatives, all of which will drive awareness of the event as well as leverage MTV’s world renowned brand and unique youth insight, to further cement and promote Malta’s position as a holiday destination for young people. Marketing activities include an on-air brand campaign, a dedicated microsite (www.isleofmtv.com), and social media activity.
Commenting on this announcement, the Dr Edward Zammit Lewis, Minister for Tourism, expressed his satisfaction that for the ninth year running, the highly popular free open air concert music event Isle of MTV will be hosted in Malta. The Isle of MTV Malta Special and the Malta Music Week have established themselves as the best annual events of the summer music calendar in the Mediterranean region. These events are catalysts to attract thousands of visiting fans from all around Europe who consider the Isle of MTV Malta as the most spectacular concert and a great music event. Isle of MTV is a great opportunity for Malta to position itself as an attractive tourism destination amongst youths.
Dr Zammit Lewis added that, the fact that the date has been announced 5 months in advance, will give us more time to market this international event in our primary and secondary tourism source markets.
The MTA CEO Mr Paul Bugeja said that “this year’s marketing campaigns will be intensified in order to attract as many visitors to the event as possible, focusing particularly on the younger generation. These will be targeted mostly via various social media platforms. To further encourage tourists to visit the Maltese Islands throughout the year, our Islands offer a vast and varied calendar of events which cater to the tastes of different individuals. Since the Isle of MTV has been held in Malta, the number of visitors to the island under the age of 24 has increased by 120.9% and now account for 19.9% of all tourists.”
The talent line-up and further details for Isle of MTV 2015 will be announced in the coming weeks.
Photo Melvin Degiorgio