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Carnival Teams Up With Live NationMay 4, 2011 By: Deanna Ting
Carnival Cruise Lines and Live Nation Entertainment, Inc. have entered into a national marketing alliance that will expand upon the cruise line’s “Hey America, Didja Ever” campaign.
Now, Carnival will be able to reach music fans before, during and after live shows through Live Nation’s multi-channel distribution platform, VIP priority seating, in-venue visibility, fan interaction and exclusive artist access. The innovative program signifies Live Nation’s first-ever partnership with a cruise line and it launches this month.
The agreement makes Carnival the Official Concert Series Sponsor at four Live Nation amphitheater concert venues, including Aaron’s Amphitheatre at Lakewood in Atlanta; Jiffy Lube Live in Washington, D.C.; Cynthia Woods Mitchell Pavilion in Houston; and Superpages.com Center in Dallas. Carnival branding will prominently appear on tickets and in advertisements promoting Carnival’s “Rock The Deck” Concert Series in each market. Carnival will also be the official cruise line category sponsor at Live Nation’s Susquehanna Bank Center amphitheater in Philadelphia. All markets are within a short drive of a year-round Carnival homeport.
Carnival and Live Nation will also facilitate unique music experiences that allow fans to fulfill lifetime dreams at Live Nation concerts, such as attending a sound check with a top-performing artist, or meeting a band prior to a show.
Other elements of the partnership will include pre-show entertainment gatherings, “Carnival Sailgate Parties,” Carnival-reserved VIP seating areas for fans and photos capturing concertgoers enjoying the pre-show festivities that will be made available on Carnival’s Facebook page after the events. Consumers can learn more about how they can receive access to these experiences and other offers at www.facebook.com/carnival.
The alliance will also benefit another important Carnival partner, St. Jude Children’s Research Hospital in Memphis. Live Nation will donate artist-autographed memorabilia to St. Jude for an auction sponsored by Carnival to raise money for children’s cancer research.