The 1955 Poster Competition

In March 1947, the Ministry of Education (UK) endorsed an idea for a competition for British youths to promote their country whilst showcasing their talent. The Royal Society of Arts and the British Travel Association joined forces to organise this exhibition and were supported by various Youth Organisations. Two options were given to the competitors: An original travel poster to attract people to any particular locality in Great Britain, or an original poster to advertise any forthcoming indoor or outdoor event or entertainment. In the summer of the same year, the British Travel Association contacted the Trade Development Office in Malta to suggest they consider replicating this competition, and the Malta Society of Arts was duly informed in June. Whereas the competition in Britain targeted youths, the Malta one did not specify this. In 1955, the Malta Government Tourism Bureau organised a competition of travel posters that would entice travellers to come to Malta. There were over fifty entries, and the top places were won by Antoine Camilleri in first place, Frank Portelli in second and Emvin Cremona in third. Cremona’s ability as a draughtsman and designer is instantly evident. Influenced by the fascist propaganda from his time in Rome, particularly the work of Mario Sironi, Cremona went on to develop his angular subjects and stylised fabrics and script. Similar to his stamp designs, particularly the 1972 definitive set featuring Malta’s history and culture, this travel poster is made up of a collage of local representations. The Maltese lady who is the focal point of the picture wears a modernised version of the traditional għonnella in bright yellow, as she holds a basket of local oranges. In the bottom right corner is the historic sentry post or gwardjol in silhouette and topped with a Maltese Cross. Both these images are highlighted by abstract white patches in the background. The sun, which resembles a monstrance, is set against a sketchy wash of blue sky as it looms above two triangular sailing boats and a pair of fish. Below in the forefront lies a conch shell in blue and orange. Here, Cremona is selling the sun and sea as well as the traditions and history of the Island. If Cremona had verbally described what he had in mind for this poster, it would have hardly sounded like the most original or exciting concept. In fact, it might have come across as too busy an idea, possibly even too basic. And yet his posters, just like his stamps and his covers for the magazine Leħen is-Sewwa, are incredibly striking and powerful in both execution and colour palette. They are direct and dynamic, and the message is always clear to interpret. In this case, simply, this is Malta.

MALTA, Travel Poster, 1956, reprinted in 1964, Private Collection.
Competition correspondence courtesy of the Malta Society of Arts Archives.

Emvin Cremona: The Glass Collage exhibition is at the Victor Pasmore Gallery, 16 May – 18 July 2025.