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Eastern Region of Culture 2024

The Eastern Regional Council was designated as the Region of Culture for 2024, an initiative highlighting the area’s cultural and artistic heritage. Throughout the year, a series of events and collaborations with local councils, organizations, and artists were held to engage communities and celebrate regional identity.

The Brief

The Eastern Regional Council was seeking an agency partner to manage all marketing activities for the Region of Culture 2024 initiative, ensuring strategic visibility, audience engagement, and strong exposure throughout the year-long programme.

Our Approach

Following a successful bid, IMPACT was appointed as the agency responsible for leading all marketing activities for the year’s initiative.

We began by bringing the brand identity to life, working alongside the winning designer from the open call to refine the logo before taking over the full development of the identity. This involved establishing the colour palette, patterns, and key visual elements that defined the brand across all communications. We also produced an animation for the launch event to tell the story behind the logo and introduce the initiative to the public.

Throughout the year, we led all marketing efforts for the initiative, from strategic planning to execution. Our work spanned the design and coordination of the official launch event, creative concepts for key initiatives and campaigns, design, social media and digital marketing, PR, third-party collaborations, and production. These combined efforts ensured a consistent and engaging presence for the Region of Culture 2024 across every platform and event.

One notable initiative was lVANt, for which we developed a dedicated sub-brand and full creative concept to bring the project to life. We designed the logo and brand identity, supported by marketing collateral and advertising to promote the initiative across the region. lVANt featured a custom-made van transformed into a mobile stage that travelled from one town to another, showcasing local talent and connecting communities through culture and performance.

The Impact

The Region of Culture 2024 initiative was a resounding success, achieving strong visibility and engagement across all activities throughout the year. The campaign not only strengthened the Eastern Region’s identity within Malta’s cultural landscape but also inspired remarkable community participation, attendance, and collaboration across its many events and initiatives.