Pernod Ricard whisky brand Ballantine’s has joined with online music phenomena Boiler Room for a branded content partnership which will include a series of online documentaries featuring local musicians.
Produced in association with M&C Saatchi Sport & Entertainment (London), the first ‘Stay True Journey’ in the series will take place in a yet undisclosed location in Mexico in March.
Peter Moore, global brand director for Ballantine’s, said: “Boiler Room is a natural partner for Ballantine’s. They’ve consistently delivered the most credible live and streamed music experiences to music lovers across the globe and, as such, epitomise the Stay True values of our brand. At a time when music is all too often viewed as disposable, ‘Stay True Journeys’ allows us to immerse fans in the stories which lie behind the world’s most exciting and authentic musical talent.”
Ballantine’s unveiled its new brand positioning, Stay True, Leave An Impression, in October 2013.
Blaise Bellville, founder and CEO of Boiler Room, added: “We don’t enter into brand partnerships lightly. What excited us about this opportunity was that Ballantine’s stands by its mantra of being genuine and authentic, with a true passion for music – where it’s come from, where it is at currently and where it’s heading. This project is going to allow us to capture and share the best of these stories, from all over the world.”
Tickets to the events will be exclusively available via Ballantine’s and Boiler Room channels, with a global audience able to tune-in live online via the microsite, Boilerroom.TV/StayTrue.