Further proving its commitment to your weekend, Red Bull Canada and Canadian music magazine Exclaim! are taking the Red Bull Tour Bus on a Canadian road trip.
The refurbished tour bus, essentially a concert-on-wheels, converts into a live soundstage and will bring “iconic” Canadian artists back to their hometowns for a series of free, outdoor shows across the country this spring and summer. For a chance to win one of a handful of trips, music fans can visit the brand’s contest page to wager a guess on which artists will perform and where each concert will be.
Red Bull has long forayed into the world of music with its Red Bull Records label and music publishing service, as well as the Red Bull Music Academy workshop and festival series. André DePape, culture marketing manager at Red Bull Canada, said the Hometown Concert Series is unique in its mobility. “Having a project that’s able to physically move across the country is a great opportunity to bring something to the regional music scenes,” he said.
The Red Bull Tour Bus concept launched in 2005 in Germany and has previously toured Europe and the United States. DePape said Canada’s large size made organizing a tour here more challenging. “Canada’s always been a difficult country to tour due to the long drives between major cities and a wide variety of terrain and weather,” he said. “This campaign really wanted to go coast-to-coast in order to accentuate all these characteristics of what makes Canada great.”
DePape said the bus “has great capability to travel and bring shows to unique locations,” and noted the diversity of Canada’s many music scenes. “There was a special story to be told by bringing those two elements together under one campaign,” he said.
He added that the collaboration with Exclaim! was fitting given the magazine’s longtime prominent place in Canada’s music culture.
