Virgin Australia joins a limited number of partnerships including Telstra, National Australia Bank, American Express, Flight Centre, Europcar and Hilton Hotels and Resorts.
Virgin Australia plays a large role in supporting the development and growth of the Australian music industry. In Virgin Australia, Live Nation gains a world class airline partner who will ensure touring artists and touring personnel enjoy a high end travelling experience, working closely with the industry to make touring easier for artists.
The partnership will deliver Virgin Australia a range of innovative marketing and brand experiences at Live Nation concerts and events.
Inese Kingsmill, chief marketing officer of Virgin Australia, said: “With entertainment in our brand’s DNA, we are thrilled to partner with Live Nation and support the unique travel needs of many of the world’s greatest and most exciting artists. This new partnership provides Virgin Australia with the opportunity to bring the world’s best live music to Australia for fans to enjoy and the opportunity to create unforgettable brand experiences.”
Roger Field, chief executive officer of Live Nation Australasia, said: “Live Nation is looking forward to working with Virgin Australia and its alliance partners to deliver a superior travelling experience for our touring entourages. Virgin Australia share our passion for music and entertainment.”
The Virgin Australia partnership was brokered by entertainment partnerships agency, mixitup Australia, a Live Nation Australasia joint-venture company.
Greg Segal, managing director of mixitup said: “Virgin Australia is a great partner who share our vision and love for music and is dedicated to meeting the needs of our artists and their fans alike. We look forward to working with the entire team.”