FT. Sam Smith & Becky Hill
Malta Tourism and SummerDaze Festival deliver the biggest artists the festival had ever seen, alongside bespoke content to support music-led tourism on the island.
OBJECTIVE:
Curate a world-class festival lineup and amplify SummerDaze Festival 2024 to drive event-driven tourism and showcase Malta as a cultural and music destination.
RESULT:
UMGB secured global music superstar Sam Smith and British sensation Becky Hill to headline the festival, elevating its international appeal. To further drive engagement, a creator campaign enlisted five lifestyle and travel influencers – Ella Thomas, Ellie Evelyn Smith, Ambar Driscoll, Farmer Will, and Jessie Wynter – who shared TikTok and Instagram content highlighting their festival experience and local adventures.
Following the event, UMGB’s in-house team produced a cinematic wrap-up film celebrating the festival’s energy and the beauty of Malta. Shared across SummerDaze’s social channels, the film reinforced the festival’s cultural impact and positioned Malta as a must-visit destination for music lovers.
