REDWHITEmt has lately been notified with a new online publication called Malta:Live. Seb Law, one of the brains behind the project, told us that the project was a commission from the Malta Tourism Authority, that was carried out by Music HQ – a young, independent creative agency operating from the cutting edge of youth culture in Shoreditch, London.
“We created a publication for them with the brief of transforming people’s opinions and rebooting the Maltese islands’ image, to make it appeal more to a younger, edgier demographic. Following an initial factfinding mission to the islands, the Agency produced an innovative multi-platform publication branded Malta:Live, which was printed and distributed in time for Malta Music Week, June 25th-July 1st 2010. It’s a new project for 2010, one which we’re hoping to make into an annual issue and it’s also supported online with a full social media campaign.”
Seb told us that Bill Hussein, head of Music HQ had this to say about the Maltese Islands: “Malta offers so much more to the youth market than comparable destinations in the Med; it’s a real fusion of history and culture with fabulous architecture, scenery and lifestyle that also offers the clubbing and nightlife venues and events that the kids are crying out for – and, importantly, at reasonable prices. Having been undiscovered for so long by the youth market, the islands are really upping their game to pull in big name DJs and acts like Kelis, David Guetta, Calvin Harris, Faithless and the Scissor Sisters. The Malta:Live project shows that now is, without a doubt, the time to get the best from the islands, to explore somewhere a bit different and to mix your clubbing with some culture, for a holiday that won’t be forgotten as soon as you get home.”
Thomasin Arnold-Baker, design leader for the project says “Malta:Live‘s design was predominantly driven by the energy and fluidity captured in the guide’s fashion shoot. Use of a subtle palette reflecting Malta’s earthy terrain and contrasting bold typography and imagery/photography representing Malta’s lively culture and atmosphere.”