Live Nation has signed a multi-year brand partnership deal with Australian mobile telco Telstra.
The multi-year partnership is said to ‘go beyond the traditional music sponsorship’ to ‘deliver a program of activity against an “always-on” strategic approach’.
Telstra customers, via the ‘Telstra Thanks’ loyalty program, will gain access to a range of Live Nation benefits, including a first to market 48-hour priority exclusive pre-sale ticket access to all Live Nation music tours, ‘Money Can’t Buy’ experiences, VIP packages, exclusive content and merchandise.
Michael Coppel, president and CEO of Live Nation Australia and New Zealand, said: “We welcome Telstra to our family of brand partners.
“We only partner with the best brands available and Telstra and its Thanks loyalty program is undoubtedly the industry leader in Australia when it comes to rewarding customers through music experiences.”
Telstra joins National Australia Bank, Qantas, Europcar, NSW Health, Spark (NZ), plus international partners American Express and Hilton Hotels and Resorts as current Live Nation Australia brand partners.
The partnership was brokered by Sydney-based entertainment partnerships agency, mixitup Australia, a Live Nation Australia joint-venture company.
Greg Segal, managing director of mixitup, said: “We look forward to working with Telstra to deliver exciting benefits to their customers and to assist them to truly partner with the live performance industry.”Music Business Worldwide