The Malta Classic is a four-day celebration of vintage style and classic cars set against an historic backdrop. Entering its sixth consecutive year, the Malta Classic needed to improve its brand equity to attract premium, long-term sponsors and exciting foreign entrants to Malta’s largest motorsport event.
Formerly called the Mdina Grand Prix, this event also comprised a Hill Climb and Concours d’Elegance. We created a flexible renaming and rebranding strategy to give equal prominence to these events, uncoupling them from a specific city whilst increasing international visibility given Malta’s recent unprecedented global press coverage. This new, cohesive brand identity was applied across collateral, from illustrated event posters to merchandise, event programmes and signage. We also designed a new web site experience for the Malta Classic, and pursued new revenue streams by designing and promoting official event merchandise and transitioning the event to an online ticketing platform, increasing ticket sales by 240%.
Embarking on the event’s first strategic marketing programme, we created a 120-second film, “Celebrate Classics,” which envisions classic cars forming part of a classical orchestra. This large-scale production brought together 20 classic cars to create one of Malta’s most popular viral videos of 2016, set to an original version of Glenn Miller’s “In the Mood" recreated entirely with the sounds of these cars. An integrated content and advertising strategy achieve a first place finish, with a 70% increase social media audience, an average daily engagement rate of 25%, a 1200% increase in website traffic, 1400 online brand mentions, and press coverage in acclaimed international publications Petrolicious and Octane magazine.