How Do You Brand an Entire Island? Just Ask Nick

Viacom Velocity, the branded content, events and ad-agency arms of Viacom has paired with the Malta Tourism Authority to create the island’s first Nickelodeon-branded tourism series. 
License Global

February 14, 2019

How Do You Brand an Entire Island? Just Ask Nick

Dubbed Nickelodeon Treasure Hunt Malta, the new concept brings the Nickelodeon brand and its portfolio of characters to family-friendly attractions during the island’s off-peak months.

Set to coincide with the Easter holiday and Viacom’s “Isle of MTV Malta,” the initiative is one of many efforts Nickelodeon has been making to rebrand the European isle as a destination for young travelers. The island itself will be fitted with Nickelodeon branding.

“Malta has plenty of appeal: sun, sea and culture, which, through ‘Isle of MTV Malta’ we have successfully promoted to youth travelers, helping to increase the island’s youth tourism by 120 percent,” says Russell Samuel, vice president, creative and integrated marketing, Viacom Velocity. “Now it’s time to further unlock Malta’s value and tourism potential by leveraging our unique and unparalleled expertise and the influence of the Nickelodeon brand for kids and families.”

“Isle of MTV Malta” is now in its 12th year and is one of Europe’s largest

free music festivals.

In anticipation of Treasure Hunt Malta, the  Malta Tourism Authority will position workers at several tourist locations (including the international airport and information centers) to hand out activity packs that feature some of Nick’s most popular characters.

Key giveaways include Searching for “SpongeBob SquarePants” and friends at the National Aquarium; learning through play with the “PAW Patrol” pups at the Esplora Science Centre; A dual with Nella the Princess Knight at the 16th-century St James Cavalier; a dining experience with the pizza-loving “Teenage Mutant Ninja Turtles” at the Il-Suq Tal Belt food market.

Stamps collected at each attraction will be able to be used to redeem Nickelodeon prizes. The packs will also be offered on Air Malta flights and one airline went so far as to outfit their plane with Nickelodeon-themed insignia.

The Nickelodeon Treasure Hunt Malta will run from April 13 to 19, 2019 and will offer a free live entertainment show at Pjazza Teatru Rjal, slime-filled activations and a workshop hub.

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