Music Industry News Network [05-31-2014]
Corona Launches Global Partnership With SFX
SFX Entertainment, Inc. and Anheuser-Busch InBev announced Corona SunSets, a new music experience bringing together top DJs and rising stars in celebration of the world's beaches.
"We're thrilled to be launching Corona SunSets, an integrated global campaign bringing together our love for the beach, great music, and a commitment to restoring and protecting beaches all around the world."
The beach is a part of Corona's DNA. Corona SunSets Festivals - created in partnership with FX1, SFX's in-house marketing agency - will reinforce and build upon Corona's long-standing association with the beach around the world.
Kicking off yesterday at the International Music Summit in Ibiza, Corona SunSets Festivals will travel to the beaches of Europe, Mexico, and Canada. The world's top DJs will join Corona on the world's most beautiful beaches, creating the Sound of the Beach at the crossroads of Balearic beat and deep house.
In partnership with Beatport, Corona will also invite rising DJs from worldwide markets outside the U.S. to co-create and shape the soundtrack that defines the future Sound of the Beach. The DJ career of one's dreams waits at www.coronasunsets.com.
Corona and SFX will also work together to restore the pristine nature of beaches around the world and to protect them for future generations. Through a partnership with Blue Flag, a leading environmental NGO, Corona Save The Beach will catalyze communities to advocacy and action. With every beach adopted and restored, the shared effort of those involved will be recognized through access to Corona SunSets Festivals.
Robert F.X. Sillerman, Chairman and CEO of SFX Entertainment, said, "Partnering with a brand with so much soul was a perfect opportunity for our in-house agency FX1. Once we understood the strategic opportunity, we worked with our teams in Amsterdam and New York, specifically the Nachtlab agency and Fame House social media team, to collaborate on finding a fully integrated solution for Corona. We're pleased to be working with the Corona team on this tremendous programme, and we look forward to bringing the sound of the beach to music fans around the world."
Miguel Patricio, Chief Marketing Officer, AB InBev, said: "We're thrilled to be launching Corona SunSets, an integrated global campaign bringing together our love for the beach, great music, and a commitment to restoring and protecting beaches all around the world."
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