Connecting Local Brands to Canadian Country Royalty

The Situation

Effectively connecting brands to influencers requires a well constructed strategy and experience, for both the influencer and the brand. When the Canadian Country Music Association (CCMA) brought their annual Music Week and Awards Show to London, Ontario, during their 40th anniversary year, they needed a partner to bring together an invitation-only gift lounge experience for 100 prominent country artists and rising stars. Providing an exceptional experience that neither partners or artists wanted to miss out on was critical for success.

The Solution

sagecomm worked with the CCMA and local retailers to curate a specially designed suite of gift experiences complete with unique, brag-worthy products representing London’s talent, quality, and creativity. The carefully selected participants had the opportunity to showcase their brand story to each artist as part of the gift lounge experience. Each country music star walked away with a specially designed bag full of locally developed and country-inspired wares, that also told the story of London’s innovation, creativity, and cultural flair.

Delivered Services

  • Event Design and Implementation
  • Creative Direction
  • Public Relations & Issues Management
  • Print Material Development
Gift Lounge table displays
A remarkable experience for Canada's most remarkable country rockers

When Canadian country royalty come to town, you roll out the red, ahem, the John Deere GREEN carpet.

We pulled out all the stops to welcome Canada's hottest country stars to London's emerging music city and link them with the most unique brands from the region and across Canada - in one of Canada's only remaining award show VIP gift programs.

CCMA gift lounge bags

I can’t express the importance of being able to feel at ease handing off an important piece of a massive project with the knowledge that your expectations are about to be exceeded. When you are managing large projects, working together with people as passionate about your goals is essential. sagecomm is part of your team.

Chris Campbell, Director of Culture & Entertainment Tourism, Tourism London

CCMA lounge Forked River Beer table display
Candles and flower arrangements on a gift lounge table
Johnny Reid at the BulletProof Jewelry display
Building Brand Ambassadors

The result was a sophisticated lounge experience featuring tastings, interactive experiences and hand-selected gifts that attracted the likes of Johnny Reid and established relationships between brands and bands that endure today.

Next mega tour stop in London Ontario? 

The 2019 Junos.

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