NOVA Entertainment will take content marketing to a new level, utilising its market leading music credentials and history in delivering the biggest music experiences in Australia, with the launch of Nova’s Red Room Global Tour departing Australia on 20 July.
Nova’s Red Room Global Tour together with Optus will feature seven global artists in four Nova Red Rooms in Dublin, London, Dubai and Sydney. The tour will be headlined by Ed Sheeran, one of the biggest artists in the world. This truly unique experience will be experienced by 50 people with content captured and distributed across Nova and its partner’s radio, digital and social channels, as well as exclusive content for lead partner Optus, so everyone can be part of the experience even if they’re not physically on the tour.
Tony Thomas, NOVA Entertainment’s chief digital and marketing officer said, “After the hugely successful Global Red Room in 2014, we wanted to do something even bigger in 2015. To combine the world’s biggest artists and a travel experience to four exciting cities, with all content being captured and distributed across Nova’s and our partners channels, makes this one of the biggest content marketing initiatives ever undertaken.”
For the second year running, Nova’s Red Room Global Tour will be presented together with Optus to provide opportunities for their consumers to share in this music and travel experience. Optus will capture and share the content from the global tour across their digital, social and other brand channels.
Annick Perrin, managing director, Starcom said, “Exploration is paramount to the millennial mindset, be it in music or travel. The Nova Red Room Global Tour Together With Optus, allows the brand to leverage the tangible ‘money can’t buy experience’ delivered in 2014, and significantly evolve the opportunity to provide a bigger & better, multi country, multi artist extravaganza for existing and potential Optus customers in 2015.”
Qantas has signed on again as airline partner following its successful partnership with Nova’s Red Room Global Tour last year.
Olivia Wirth, Qantas group executive brand, marketing and corporate affairs said this style of partnership is a key part of the airline’s overall experiential marketing strategy. “Qantas is excited to be embarking on the Nova Red Room journey again in 2015, it provides a fantastic platform for us to engage with the youth market via their passion for music and travel. This kind of activation provides powerful cut through in terms of talking to this important group of future Qantas frequent flyers via a channel they relate to. Our mission is to create an emotional connection to Qantas through a number of “money can’t buy” experiences that they will remember for the rest of their lives. As the airline of choice for many global celebrity artists, this promotion and Nova as the partner is the perfect fit for us.”
With this year’s flight route including Dubai, Dubai Tourism have also come on board to showcase the unique and different experiences the city has to offer.
Julie King, director – Asia Pacific, Dubai Tourism said, “Partnering with Nova’s Red Room Global Tour is an ideal platform for us to reach a younger audience interested in travel and music. Dubai as a destination has so much to offer all year-round and this partnership enables us to communicate the uniqueness of the destination and the variety of experiences and events on offer.”
Ed Sheeran will be joined on the tour by dynamic US performer Jason Derulo, accomplished UK R&B singer-songwriter Craig David, multiple award-winning British collective Rudimental, talented American artist Adam Lambert, UK singer-songwriter and the first signing to Sheeran’s Gingerbread record label Jamie Lawson and UK artist and dancer Aston Merrygoldto perform at unique, unexpected or impressive venues and locations only for Nova.
With a number of competition entry mechanics, from on air contesting in Nova’s local breakfast, across the work day, in Drive and Nova’s national night show and an Optus pre-paid promotion, 28 competition winners will join Kent ‘Smallzy’ Small, partners, media and a team of Nova’s content producers on the tour. Listeners will enjoy an unrivalled music and lifestyle experience.
With unique access to the artists, Smallzy will broadcast Smallzy’s Surgery from 7pm to 10pm weeknights during the tour, sharing highlights from Nova’s Red Room performances, artist interviews and behind the scene content both on air and through Nova’s social assets. Jonathon Moran from Nova’s Confidential on Nova will share exclusive content and interviews from the tour on Sunday nights from 7pm. Lead partner Optus, will also be generating exclusive video content with artists to power a unique experience to embrace the journey through their assets. This year there will also be more opportunities for listeners at home to enjoy and share exclusive “on tour” content.