Westfield and 4Music have signed a deal to form an exclusive partnership to promote Rihanna’s 2013 Diamonds world tour.
Across Westfield’s shopping centre’s 19 screens will broadcast engaging bespoke Rihanna content and display ticketing information for the tour. The partnership, brokered by Bauer Media through entertainment specialist agency Sold Out Advertising, will see the commercial and programming content reach an estimated audience of 60 million Westfield visitors in 2013.
Fiona Kyle, brand alliance manager at Westfield, commented: “The partnership with Sold Out and 4Music will result in an exciting content package, initially showcasing Rhianna, giving consumers and fans a unique shopping experience at Westfield. Our digital broadcast screens offer a fantastic platform for Rihanna’s management to interact with consumers in a retail environment, to promote the must-see show of 2013. We’ll also be able to drive consumers to download Rihanna’s content on the spot via the free WiFi we offer in our centres.”
The campaign for Rihanna’s Diamonds world tour will also extend to Box TV channels, Kiss Radio, Place Portfolio, Passion Portfolio, Closer, Heat, More, and E4.
Commercial director at Bauer Media, Darren Khan, added: “We are definitely seeing more of a demand from the marketplace for Bauer Access multi-platform, multi-brand solutions. For Sold Out to recognise the audience reach through working with Box TV, Bauer, Channel 4 and Westfield really showcases the belief in brand partnerships and we’re proud to be leading the way.”
Speaking of the campaign, Glen Littlewood, director at Sold Out, said: “Diamonds is Rihanna’s biggest tour to date and we wanted to create an innovative campaign to really push the event. The combined clout of Westfield, in terms of footfall, and 4Music, in terms of engaged audience, offer us the perfect platform from which to create and showcase bespoke content.”