Toronto agency The Hive is kicking off the second year of its “Live at the Landmark” concert series for Jack Daniel’s, pairing whisky and music at iconic American landmarks in five major cities,
The first concert will be held Friday night in New Orleans at the historic Old U.S. Mint building benefiting The Louisiana Museum Foundation.
From there, the event tour routes through Chicago, San Francisco and New York City before the finale at the Jack Daniel distillery in Lynchburg, Tennessee next month. Proceeds from each show go towards supporting local charities.
Creative was conceived and executed by Toronto-based agency The Hive, the promotional and experiential agency of record for the brand for the last 15 years.
According to Trent Fulton, vice-president and managing director at the agency, the connection between Jack Daniel’s and music came about naturally due to the brand’s history with artists like Frank Sinatra and the Rolling Stones.
“Music and Jack are so intertwined. It’s one of those brands that’s been linked with that rock and roll mentality for years,” Fulton said. “On one hand, the brand stands for blue-collar, handcrafted hard work, but it also stands for Keith Richards, rock and roll, and spontaneity, and that’s the side we bring to life. It’s one of those rare brands that can have that tension between two sides Our opportunity was to scale that up and create a program to capture that under an umbrella that works in every market.”
The Hive is promoting “Live at the Landmark” through a dedicated website and on Twitter, Facebook, and Instagram.
The agency is also reaching out to U.S. media outlets and music bloggers to get the word out, and has 30 brand ambassadors in the U.S. tasked with frequenting local bars, and giving people the chance to win tickets to the shows.
Last year, “Live at the Landmark” events were held at the Playboy mansion, Grand Central Station and the USS Midway, and all shows were completely sold-out, Fulton said.