The Dutch live entertainment giant reportedly lost €19m last year and is performing well below owner CVC's expectations
Sign up for IQ Index
The latest industry news to your inbox.
Virgin Australia will ferry Live Nation Australasia artists and entourages around the world, with the airline putting on brand experiences at Live Nation shows
By IQ on 31 Mar 2017
Virgin Australia has been named Live Nation Australasia’s official airline partner.
The partnership, brokered by Live Nation joint venture mixitup Australia, sees LN Australasia gain “a world-class airline partner who will ensure touring artists and touring personnel enjoy the best possible travelling experience, working closely with the industry to make touring easier for artists”, says the promoter.
In return, Virgin will host “innovative marketing and brand experiences” at Live Nation concerts and events.
“Live Nation is looking forward to working with Virgin Australia and its alliance partners to deliver a superior travelling experience for our touring entourages”
Inese Kingsmill, the airline’s chief marketing officer, comments: “With entertainment in our brand’s DNA, we are thrilled to partner with Live Nation and support the unique travel needs of many of the world’s greatest and most exciting artists. This new partnership provides Virgin Australia with the opportunity to bring the world’s best live music to Australia for fans to enjoy, and the opportunity to create unforgettable brand experiences.”
Newly minted Live Nation Australasia CEO Roger Field adds: “Live Nation is looking forward to working with Virgin Australia and its alliance partners to deliver a superior travelling experience for our touring entourages. Virgin Australia share our passion for music and entertainment.”
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.