THE BRIEF

Malta International Airport tasked Steves&Co. with creating a Christmas campaign that would do more than decorate the terminal. The goal was to transform the airport into a festive destination in its own right – one that captured the magic of Christmas for travellers and shoppers alike, while actively driving footfall, retail engagement, and participation in seasonal activities.

At the heart of the brief was a strong focus on families and children. The campaign needed to spotlight the Airport’s Christmas Kids’ Club, create memorable moments for younger audiences, and position Malta International Airport as a place where the spirit of Christmas could be experienced, not just passed through.

OUR APPROACH

We developed the campaign concept “Carry the Magic of Christmas With You”, built around the idea that the magic of Christmas should travel with every visitor, whether they were flying, shopping, or attending festive activities at the airport.

The creative direction brought Christmas to life through playful storytelling, festive characters, and interactive experiences that encouraged discovery and participation. A strong emphasis was placed on the Kids Club, where elves, decoding games, letter writing to Santa, meet and greets, and photo moments turned the airport into a festive playground.

Our team delivered a fully integrated campaign across digital, print, social media, and out of home touchpoints. From large scale roadside billboards and airport signage to social media assets, press advertising, branded stalls, photo backdrops, and activity materials, every element worked together to create a cohesive and enchanting Christmas journey. The result was a seamless festive world that extended across the airport, online channels, and physical spaces.

THE IMPACT

The campaign successfully repositioned Malta International Airport as a Christmas destination in its own right, not just a point of departure or arrival. By combining festive storytelling with engaging activities, the campaign encouraged families to visit the airport specifically for the Kids Club and Christmas experiences, while also driving footfall to retail outlets and seasonal shopping.

“Carry the Magic of Christmas With You” created moments of joy for travellers and locals alike, reinforcing the airport’s role as a place of connection, celebration, and shared experiences during the festive season. Through a strong creative concept and consistent execution across all touchpoints, the campaign captured the spirit of Christmas and brought it to life for thousands of visitors.

PROJECT SERVICES

Creative Direction, Art Direction, Campaign Design, Graphic Design, Advertising Artworks, Social Media Design, Illustration