The Malta Classic was suffering a brand identity crisis in the truest form. Formerly called the Mdina Grand Prix , the event was organised by the Valletta Grand Prix Foundation and, besides a Grand Prix, also comprised Hill Climb and Concours d’Elegance—events that were not given prominence in brand identity or promotional efforts.
Renaming the event to Malta Classic provides a more flexible brand identity for this annual event by uncoupling the event from a specific village or city. It also increases international awareness of the event at a time when Malta as a tourist destination is enjoying a high level of international interest. Finally, it gives equal prominence to the event’s three components: the Malta Classic Hill Climb, the Malta Classic Concours d’Elegance and the Malta Classic Grand Prix.
The Malta Classic naming structure creates a possibility to brand and promote the events separately. This way, each event attracts the right audience and attention they deserve.
Merged together, these three sub brands create a pattern that is applied throughout the Malta Classic brand and its collateral.
Longstanding motorsport events (Le Mans Classic, Mille Miglia, Targa Florio) are well-known for their annual poster designs, anticipated and treasured by collectors worldwide. Inspired by classic cars, vintage handdrawn posters, and the timeless nature of historic motorsport events, three new Malta Classic posters were designed and produced as a legacy souvenir for drivers and spectators.
As a large national event, Malta Classic was exposed to various touch points for multiple audiences. The collateral needed to resonate with the audience first and foremost but also with the drivers, the media, the sponsors and other stakeholders.
We designed a new web site experience for the Malta Classic intended to serve two audiences.
For event participants, the web site brings relevant event information centre stage.
For those new to the event, the web site provides a visually compelling and useful introduction.Visit Website →
The Malta Classic had not previously embarked on a strategic promotional 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 and drivers to create one of Malta’s most popular Facebook videos of 2016.
In “Celebrate Classics,” classic car drivers from all over Malta race towards a Maltese fortress to share their love for classics. As all the cars assemble in a colourful display of engine, muscle and style, they play a symphony together with a historic backdrop befitting the beauty of these automobiles.
In our original version of Glenn Miller’s “In the Mood" a classic song is recreated entirely by the sounds of classic cars. Car doors served as the bass drum and leather interiors as the shaker. The main melody was created from individual recordings of drivers honking their horns, which were tuned to the right pitch and composed together through a bit of clever editing.
In addition to designing and sourcing Malta Classic’s official 2016 posters, we designed and locally sourced new polo shirts and hand-made leather keychains as keepsakes for event visitors.
Our Gearshift Heroes interview series generated excitement ahead of the Malta Classic weekend, while allowing audiences to get to know the varied backgrounds and interests of event participants.Visit Website →
We helped the Malta Classic pursue new revenue streams by designing and promoting official event merchandise and transitioning the event to an online ticketing platform.