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This summer, Coors Light, the ideal option for life’s most invigorating moments, is embarking on a mission to tackle Tixflation by assisting in addressing the exclusive and frequently unaffordable concert ticket resale market. The initiative started on World Music Day, when Coors Light rescued overpriced and sought-after concert tickets from authenticated resellers and returned them to Canadian music enthusiasts nationwide.
Canadians will have a chance to score a pair of tickets to some of the most highly anticipated summer concerts, including The Rolling Stones, Niall Horan, Missy Elliott, P!nk, and more. To stay up to date with the concert schedule and for more information on Fix Tixflation, visit fixtixflation.ca. Other elements of the campaign include in-store promotions, a VIP Osheaga giveaway, RBC Bluesfest, and Rock the Park.
“I think we can all agree, there is nothing quite like the transcendent experience of live music, but unfortunately, it’s become an inaccessible and unaffordable experience for so many Canadians,” said Leslie Malcolm, Vice President Marketing, Canada, Molson Coors Beverage Company. “As the brand known for celebrating those who make the chill choice to embrace the moment, it doesn’t sit right with us that experiencing the universal language of chill – music – has become so out of reach. With the Fix Tixflation campaign and our wider emphasis on music this summer, we’re excited to help Canadians access the artists they love and embrace unforgettable moments of chill to make this summer one to remember.”
According to a survey on behalf of Coors Light, 3 out of 4 Canadians 19+ agree it’s harder than ever to get concert tickets, while 60 per cent believe they can’t even afford to see their favourite artists perform. As more tickets hit an opportunistic resale market, 71 per cent of those Canadians over 19 have revealed they don’t even want to consider buying from resellers or reselling platforms, increasing the stakes for a small pool of regularly released tickets.
The comprehensive paid media approach includes broadcast, OLV, Paid social and OOH placement, content was also shared via Coors Light's social media channels to build hype for the Fix Tixflation campaign and drive music fans across Canada to enter for a chance to score tickets to some of summer's hottest concerts. Citizen Relations supported the creative campaign through earned media relations and influencer partnerships.
Agencies behind Backyards campaign?
- Agencies - Citizen Relations, Wavemaker, VOLT, Maru Public Opinion
- Brand - Molson Coors
(click on the link to view the agency's Vendor Directory listing)
