Chevron U.S.A. Inc. and MEC Access, the Entertainment & Sports Partnership division of global media agency MEC, announced the expansion of the Texaco brand’s country music platform with the addition of country music star Luke Bryan and the Country Music Association (CMA) to its line-up of entertainment sponsorships.
Since 2011, Texaco has continued to focus on its entertainment roots, as epitomized by the Texaco Star Theater, aimed at helping to build customer loyalty among the millions of country music fans throughout the U.S.
“There is a natural connection between music and cars, particular ly amongst loyal country music fans,” said Carrie Holt, brand manager, Texaco. “By aligning our brand with something so engrained in consumers’ everyday lives, Texaco has been able to establish a connection with our core audience, while furthering our commitment to delivering ‘star’ quality performance across America.”
While 2013 marks Texaco’s largest investment in country music to date, Texaco continues to draw on its rich American heritage and association with high quality products and performance, while working closely with MEC Access to help give Texaco’s loyal community opportunities for a chance to experience country music through a variety of platforms.
“In addition to country music being a popular outlet among Texaco customers and especially strong in our core markets of the Southeast, the passion and loyalty of the country music community was something we wanted to harness,” said Jennie Hageney, EVP Entertainment & Sports Partnerships, MEC Access. “By adding Luke Bryan, one of the top country performers on the stage right now, and the CMA’s to our roster, Texaco has expanded its association with country music on many levels.”
As the summer music season heats up, Texaco will offer four key campaigns to help strengthen its connection with country music fans across the U.S.
Luke Bryan Sponsorship: As the “Official Sponsor” of country music’s hottest new A-lister and 2013 ACM winner, Texaco will join Luke Bryan on his 2013 ‘Dirt Road Diaries’ Summer Tour and the ‘Farm Tour’ this Fall, bringing two lucky fans on a road trip of a lifetime to his Florida concert and other lucky fans tickets to select concerts, and offering special prizes through his social media channels. The sponsorship also grants Texaco rights to Bryan’s name and likeness to help drive excitement at the pump.
“Cruising down open roads, turning the music up and enjoying the countryside – that’s what the Dirt Road Diaries Tour is about and I’m very happy to have Texaco as part of these great performances along the way,” said Bryan.
Country Music Association (CMA) Sponsorship: Texaco has been named an “Official Sponsor” of CMAs three signature events—the CMA Music Festival, the CMA Awards, and the CMA Country Christmas, maximizing Texaco’s impact and reach at country music’s high profile, star-studded events.
Working with Katz Media Group, Texaco will activate local grass-roots contests and giveaways to help raise awareness of Texaco’s deep relationship with country music. Texaco will give country fans the opportunity to “Keep Humming Along” this summer by identifying the song hummed by a country star for a chance to win tickets to select Luke Bryan’s concerts, including an exclusive “VIP road trip” package to his Dallas concert, having already executed a successful Spring promotion giving fans the chance to attend the CMA Festival.
The “Star Power Giveaway” media promotion, launched last month across more than 1,775 Texaco branded stations nationwide, brings together all of the brand’s country music investments to celebrate the past, present and future stars of Country, providing fans a chance to win prizes, including a VIP flyaway trip to see Luke Bryan perform live, a trip to the CMA Awards, autographed guitars by LeAnn Rimes and Jewel and more.
Texaco Country Showdown: In its third year, Texaco will continue as the “Title Sponsor” of America’s largest, oldest and most credible amateur Country Music competition in the United States, now in its 32nd year. Heralded as the launching ground for the next big country music stars (Miranda Lambert, Toby Keith, Martina McBride, Garth Brooks and LeAnn Rimes are a few of the past winners), this local radio driven promotion gives Texaco the local passionate fans, promotional assets, events and media footprint they need to help drive consumers to the pump.