THE BRIEF

Malta International Airport engaged Steves&Co. to develop an Easter campaign that would bring a vibrant and playful seasonal atmosphere to the airport’s retail and dining areas.

The objective was to position the airport as a destination in its own right during the Easter period, encouraging local families to visit, participate in children’s activities, and engage with the airport’s shopping and food outlets. 

A key requirement was the creation of a cohesive and adaptable visual identity that could be rolled out across multiple touchpoints, from large-scale billboards and totem signage to social media, in-terminal materials, and interactive elements for children. The campaign needed to feel bright, engaging, and distinctly seasonal, while remaining aligned with the airport’s brand and ensuring consistency across both physical and digital environments.

OUR APPROACH

We developed the campaign concept “An Easter Adventure Begins”, positioning Malta International Airport as the starting point of a playful and immersive journey.

At the heart of the concept were the Bunny Explorers – a set of mischievous, character-led guides who invited children and families to engage with the airport through discovery and play. The narrative centred around an Easter egg hunt experience, where visitors could follow clues, uncover hidden eggs, and take part in a series of light, interactive moments designed to spark curiosity and movement across the space.

The creative direction embraced bembraced bright, cheerful colour palettes to establish a vibrant Easter atmosphere. This approach ensured the visuals felt energetic, festive, and immediately engaging for children and families. 

A key element of the visual language was the use of charismatic illustrated characters. Expressive, friendly, and full of personality, these characters brought warmth and narrative depth to the campaign, helping to create a cohesive and memorable experience.

Each touchpoint was designed not simply as a communication asset, but as part of the wider journey, reinforcing the sense of exploration throughout the airport.

From a delivery perspective, the campaign was executed as a fully integrated system. This included large-format outdoor billboards, in-airport totem signage, social media content, branded polaroid backers, and a series of Easter-themed activity materials tailored for children. Each element was carefully designed to work both independently and as part of a unified visual language, ensuring consistency across all formats and touchpoints.

The result was an engaging and scalable campaign that seamlessly connected physical space with digital communication, while maintaining a strong, recognisable identity throughout.

THE IMPACT

The campaign successfully repositioned Malta International Airport as a seasonal destination during the Easter period, creating a reason for families to visit beyond travel.

By combining a clear narrative with interactive elements, the experience encouraged exploration of the airport’s retail and dining areas, naturally increasing footfall and dwell time within the space. The Easter activities, led by the Bunny Explorers, created moments of engagement for younger audiences while offering an enjoyable and relaxed environment for families.

“An Easter Adventure Begins” delivered a cohesive and memorable experience that balanced playfulness with brand consistency. Through a strong concept and considered execution, the campaign brought energy, colour, and a sense of discovery to the airport, reinforcing its role as a place of experience. 

PROJECT SERVICES

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