Isle of MTV Malta confirmed for 2014

Malta will once again play host to international superstars as the Malta Tourism Authority (MTA) and Be Viacom, Viacom International Media Network’s (VIMN) brand engagement division for MTV, announced a renewed and improved three-year partnership to produce the most attended free open air concert in Europe, Isle of MTV Malta.

The announcement marks the eighth consecutive year that MTA and MTV will collaborate in producing the MTV live event in Floriana’s Granaries. An unprecedented number of music fans will descend on the island on 25 June, 2014 for one of the mustattend highlights of the summer music calendar.

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% and now account for 20.3% 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.