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Press Office - Press Releases
NME RADIO PARTNERS JACK DANIEL'S FOR SPECIAL BIRTHDAY SESSIONS
September 2, 2008
NME Radio has secured a major cross-platform deal with Tennessee whiskey label Jack Daniel's – brokered by Universal McCann – to celebrate the birthday of its founder with a series of birthday gigs throughout September.
The integrated campaign will see NME Radio host Jack Daniel's Birthday Sessions every Tuesday and Thursday during September from 4-5pm, featuring performances from top bands including Glasvegas, Ida Maria, Red Light Company and Esser.
The Jack Daniel's Birthday Sessions will take place at the dedicated NME Radio live studios within IPC Media's headquarters.
The sessions will also be filmed along with backstage green room interviews – which will then be housed on a Jack Daniel's dedicated micro channel via award-winning NME.COM, which recently announced an ABCe of 3,501,326 unique users.
Advertorials will also run every week in NME magazine promoting the sessions and bands involved.
The final week of activity will see NME Radio run a drivetime promotion to give away tickets to the Jack Daniel's Birthday JD Set held at the legendary Jack Daniel's distillery in Lynchburg, Tennessee.
The partnership was developed by NME Radio sales executive Sophie Cottington, Nick Heales, press account director at Universal McCann and Louise Snowball brand manager of Jack Daniel's UK.
Adam Morton, account director at Universal McCann says; “As highlighted by our success at the Radio Advertising Awards, at Universal McCann we are constantly looking to push the boundaries within radio and associated platforms. This integrated partnership continues in that vein and truly harnesses the strengths of both the Jack Daniel's and NME brands which have obvious synergies”
Louise Snowball, brand manager Jack Daniel's “Each year we celebrate Mr. Jack's birthday throughout the month of September as we're not sure of his exact Birth date. The partnership with NME, the Jack Daniel's Birthday Sessions allow us celebrate Mr. Jack's birthday, build on our credible musical heritage and build anticipation and excitement up to the birthday JD Set in Lynchburg”
Sammy Jacob, managing director of NME Radio, says: “The partnership between NME and Jack Daniel's demonstrates the exciting opportunities NME Radio and the NME brand has to offer. We're delighted to be working with Jack Daniel's after the great work they've done in the live music market with the JD set, and see this deal as the start of a long term relationship.”
Paul Cheal, publishing director of NME, adds: “This is a perfect example of NME's multiplatform strategy increasing the number of creative opportunities for advertisers to engage with passionate music fans.”
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FOR MORE INFORMATION PLEASE CONTACT:
Anna Gawan, press officer, IPC Media on 020 314 85405 or email anna_gawan@ipcmedia.com
