MTV Networks International announced the return of Isle of MTV, the free destinational summer music event, on 30 June 2011.
Now in its 5th year, the news builds on the enormous success of the Isle of MTV Malta Special concert staged in Il Fosos Square in the heart of the island's beautiful and historic capital, Valetta.
The aim of the partnership has been to help attract younger travellers to the island and tourist data issued by the National Statistics Office has shown a +35% increase in youth visitors aged between 0-24* to Malta. The music extravaganza has seen global acts such as Lady Gaga, David Guetta, The Black Eyed Peas and Scissor Sisters perform in front of an audience of more than 50,000. The open-air concert, a mixture of live performance, and location settings, will be filmed and edited into a 60-minute special to broadcast across 20 MTV channels throughout Europe. Talent line-up and further details for this summer's free concert will be announced in spring 2011.
The Parliamentary Secretary for Tourism, the Environment and Culture of Malta, the Hon. Dr Mario de Marco, said: "We are pleased to extend our agreement with MTV for yet another year. Over the past years, the Maltese government and the Malta Tourism Authority have intensified their efforts to put across in our markets an image of Malta that is more vibrant, trendy and appealing to a younger audience. Our partnership with MTV forms part of this strategy. The results for 2010, published by the National Statistics Office, this week, show a substantial increase in tourists aged twenty five and under that are choosing to holiday in Malta. This proves that our efforts are bearing fruit."
"The continuation of our partnership with the Malta Tourism Authority has now brought four years of incredible results for Malta and MTV alike, and we are delighted to be bringing back Isle of MTV to Malta for another year. This international music event has brought a new wave of tourism to Malta by targeting a very specific youth and music audience, and no-one knows this demographic like MTV does," commented Antonio Canto, Senior Vice President, Viacom Brand Solutions, MTVNI. "Combined with our expertise in providing 360 degree solutions for our clients who want to reach this lucrative audience, MTV is able to harness its linear, online and on-the-ground resources to deliver just that plus more. We are incredibly excited to bring another sensational edition of Isle of MTV this summer."