Eurovision hopeful Aidan appears in promotional billboards across Europe

While political billboards have dominated roads across Malta and Gozo, Malta’s Eurovision hopeful Aidan has appeared in billboards across Europe, with billboards spotted in Bulgaria and Cyprus. 

Aidan is currently in the competition’s host city, Vienna, following a 12-country promotional tour promoting his song Bella. 

He will be the 14th contestant to perform in the competition’s second semi-final on May 14.

Earlier this week, one user on Reddit posted a photo of a billboard in Sofia, Bulgaria, promoting Aidan in the Eurovision Song Contest. 

The reddit user posted a photo of the billboard spotted in Bulgaria. Photo: Reddit

“I knew Malta is really aggressive with the promotion of their artists every year, but surely didn’t expect to bump into Aidan billboard on a random boulevard in Sofia, Bulgaria,” the user wrote. 

In a local Facebook Eurovision Fans page, another photo of a similar billboard was posted- this time in Milan, Italy. Other billboards have been spotted in Romania and Cyprus.

Fans of Man United also spotted the same advert on Sunday while walking out of Old Trafford. The call to vote for Malta at the Eurovision was set up on the billboard on Trafford Road Arch. 

Questions have been sent to PBS for more details, including the costs of the billboards commissioned to promote Aidan.

According to Eurovisionworld.com, the 26-year-old has a 2% chance of winning the European song contest. 

On Wednesday, the Eurovision Song Contest website published official photos of Malta's first on-stage rehearsals.

Photos of Aidan's first rehearsals have been released, showing the singer surrounded by a giant construction. Photo: Corinne Cumming/EBU

Aidan is seen wearing an exclusive archival Versace black outfit with leather trousers and a sleeveless jacket. He is captured in the middle of a large structure made up of eight walls made of transparent LED screens. According to Eurovision blogs, the structure represents "classical design with a modern glow-up".

Aidan describes the staging as his own "Arc de Triomphe".

Aidan will not be the only Maltese to perform at the Eurovision Song Contest this year. Malta's previous representative, Miriana Conte, will perform at the competition's Grand Final on May 16.

The world's biggest live televised music event will bring together participants from 35 countries, the fewest since entry was expanded in 2004, with several countries having pulled out over Israel's war in Gaza.