LOS ANGELES (CelebrityAccess MediaWire) — Live Nation has pacted with Carnival Cruises in a sponsorship deal that will see the cruise line become the official sponsor of several "Rock the Deck" concert series at Live Nation venues across the U.S.
Carnival will sponsor the concert series at four of Live Nation's amphitheaters, including Aaron's Amphitheatre at Lakewood in Atlanta, Jiffy Lube Live in Washington D.C., Cynthia Woods Mitchell Pavilion in Houston and Gexa Energy Pavilion in Dallas. Carnival's branding will be included on tickets and advertising, and each of the markets is within driving distance of one of Carnival's year-round home ports.
Also included in the deal will be promotions that provide unique experiences to Carnival customers, such as attending a sound check with a top performing artist, or meeting a band prior to a show.
The concert series will also include amenities such as pre-show events dubbed "Carnival Sailgate Parties, " Carnival-reserved VIP seating areas and photos of concert-goers during the aforementioned pre-show festivities.
Additionally, the agreement will see Live Nation donate artist-autographed memorabilia for an auction to support Carnival's charity partner, St. Jude Children's Research Hospital in Memphis.
"By tapping into Live Nation's own unique assets, we have a prime opportunity to create new and exciting experiences well-aligned with our brand that showcase the essence of a Carnival cruise vacation to an audience of loyal fans and those we invite to sail with Carnival for the first time," said Jim Berra, senior vice president and chief marketing officer for Carnival Cruise Lines. – CelebrityAccess Staff Writers