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Brands unite for Katy Perry’s visit to Sydney to mark new album release

katymedialogos.184104Katy Perry

Nando’s Australia, EMI Music, Sunrise and 2Day FM have tied up for a marketing blitz around Katy Perry’s visit to Australia later this month. The deal will be used to launch of Nando’s  new customer loyalty program, PERi-Perks.

The  program gives members the chance to win access to Katy Perry at two events: an outdoor performance held at the Sydney Opera House to be streamed on the Sunrise website and an intimate session with the star and a handful of fans at the 2DayFM Sydney studios.

Kim Russell, Nando’s Australia and NZ marketing director said in a statement: “This initiative was only made possible through true partnership and collaboration with EMI, Seven West Media and Southern Cross Austereo. We are looking forward to this generating some positive results for all partners and some very happy customers.”

The promotion echoes a 2011 campaign from Vodafone, the Today Network, Go, Channel V and MCM Media which saw Lady Gaga perform to a crowd of fans at Sydney Town Hall. The event coincided with Vodafone’s All-Time prepaid recharge offer launch and the release of Lady Gaga’s album ‘Born this Way’.

The only way fans will be able to secure a ticket for the Sunrise concert is to download the Nando’s PERi-Perks app and enter the competition. Fans can also win flights and accommodation to the event through earning 10 or more PERi-Perks points and entering a second competition.

Michael Pell, Sunrise executive producer said: “Sunrise is the home of live music in Australia. We love nothing more than big, event television. And it doesn’t get bigger than Katy Perry at the Sydney Opera House – an icon at an icon. I can’t tell you how excited we are about this event and the terrific partnership that has made it happen.”

Donna Puechmarin, 2DayFM content director, said: “Katy Perry is one of the hottest artists in the world and a core Today Network act. We are thrilled to be able to partner with EMI and Nando’s to give our listeners that extraordinary VIP access opportunity.”

The trip to Australia marks the release of Katy Perry’s third studio release ‘PRISM’ on October 25.

Match Media has done the trading, buying and planning for the Nando’s campaign.

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