Info
London/ Malta | Published on: December 2, 2013
Social media pitch
Summary
The beautiful Mediterranean island of Malta will once again play host to international superstars as Malta Tourism Authority (MTA) and MTV’s parent company Viacom International Media Network’s (VIMN), announces a renewed and improved three-year partnership to produce the most attended free open air concert in Europe, Isle of MTV Malta.

Today’s announcement marks the eighth consecutive year that MTA and MTV will collaborate in producing the MTV live event in Floriana’s beautiful, historic Il-Fosos Square. An unprecedented number of music fans will descend on the island on 25th June 2014 for one of the must-attend highlights of the summer music calendar.
Details

Over the eight years that Isle of MTV has been held in Malta, the number of visitors to the island under the age of 24, has increased by 88 percent and now account for 20.3 percent of all tourists. The show also employs many local businesses to provide among other things security, talent dressing rooms, crew catering, bar staff, power supply and cabling; and relies on approximately 250 employed and voluntary staff, without whom this event would not be possible.

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 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), social media activity and an on-air Isle of MTV VIP competition.

Commenting on this announcement, the Hon. Karmenu Vella Minister for Tourism expressed his satisfaction that for the eighth year running, the partnership with MTV has been renewed. “Isle of MTV has firmly established itself as one of the best annual music events, attracting thousands of local and visiting fans from all around Europe who regard Isle of MTV one of the most spectacular concerts and greatest music events of the year.”

Bruce Gillmer, Executive Vice President, Music, Talent Programming and Events, VIMN, said, “We’re really excited to reveal the date for Isle of MTV 2014. Now in its eighth year, the show has become a hotly anticipated date in the global music calendar, with a unique reputation for showcasing some of the biggest artists against the backdrop of one of the most beautiful hotspots in Europe. Following the incredible success of the franchise to date, with a winning combination of high energy performances, 50,000 fans and 30 degree summer sunshine, we look forward to bringing the party back to Il-Fosos Square once again! June 25th can’t come soon enough!"

The talent line-up and further details for Isle of MTV 2014 will be announced in the coming months.