6 million passengers walk through Malta International Airport every year. Our goal was to help these passengers, as well as non-travelling visitors, see MIA as more than just an airport – it’s also a perfectly convenient place to shop and dine.
We wanted to highlight MIA as a shopping haven for travellers and an ideal hangout for locals. It is a place where families can keep their children entertained, friends can enjoy an after-work drink, shoppers can take advantage of the late opening hours and diners can indulge themselves in the tastiest of meals.
We also concentrated on the human emotions surrounding the MIA shopping experience. We put ourselves in the shoes of the quintessential shopper, who gets excited by new products and is always looking to find the best quality for the best value.
We designed and art directed two campaigns: a Landside campaign visible to anyone visiting the Airport including non-travelling visitors, and an Airside campaign targeting travellers hopping onto a flight.
With the tagline ‘First stop: Taste & try’, the aim of the Landside campaign was to promote an enjoyable shopping and dining experience that is not limited to travellers. On the other hand, the Airside campaign focused exclusively on the products and brands available at Departures, hence the tagline ‘Last call: Shop & fly’.
Colour emerged as the hero in both campaigns. In collaboration with London-based photographer Stephanie Galea, we translated MIA’s secondary colours into eye-catching campaign visuals and a fully-fledged TVC.