Ballantine’s and Boiler Room launch music project
Ballantine’s has announced a global brand partnership with online underground music platform, Boiler Room as part of its Stay True, Leave an Impression marketing campaign.
Ballantine’s and online underground music show Boiler Room have announced a global brand partnershipThe project, entitled Boiler Room and Ballantine’s Stay True Journeys, aims to take fans on a “journey of musical discovery” and celebrate the stories of the world’s most vibrant music scenes.
At the heart of the project will be a series of online documentaries, shot on location around the world, featuring local musicians who will delve into the stories of the people, places and other elements that have all contributed to creating different music cultures.
Various local events will also be staged throughout the year featuring a mix of emerging talent and some established international names. Tickets will be available via Ballantine’s and Boiler Room channels.
Peter Moore, global brand director for Ballantine’s, said: “Boiler Room is a natural partner for Ballantine’s. They’ve consistently delivered the most credible live and streamed music experiences to music lovers across the globe and, as such, epitomise the stay true values of the brand.
“At a time when music is all too often viewed as disposable, Stay True Journeys allows us to immerse fans in the stories which lie behind the world’s most exciting and authentic music talent.“
The first Stay True Journey will be held in Mexico in March, with further shows already planned to take place across three continents.
In addition Ballantine’s has also launched a new Instagram channel to support its Stay True campaign.
Aimed at encouraging consumers to express themselves in a genuine and authentic way, the brand took to the streets of London for the launch, interviewing real people to find out how they “stay true to themselves” and stick to their convictions.
Each person was asked to reveal what they stay true to and photographed with their answer, some of which were then published on the new channel, @Ballantines_Official, along with the hashtag #StayTruePeople.
Moore commented: “Rather than creating an Instagram channel that simply showcases our products, we wanted to stand out and honour the values that are intrinsic to our brand by creating this unique gallery in celebration of staying true.
“We hope our fans are inspired by each other’s stories and we look forward to seeing the gallery grow as more fans discover Ballantine’s.”
Watch the clip below for a preview of Ballantine’s and Boiler Room Stay True Journeys.
