Belgian EDM giant Tomorrowland welcomed 150% more festivalgoers than usual this year with its pay-per-view virtual edition, Tomorrowland Around the World
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A partnership with BAT will see ads for Tomorrowland Around the World appear on Formula 1 cars at the upcoming Austrian grand prix
By Jon Chapple on 01 Jul 2021
Tomorrowland will advertise its upcoming virtual event, Tomorrowland Around the World, with the “world’s fastest flyer” – an ad on the side of a Formula 1 car – at this weekend’s Austrian grand prix.
Marking the first time a music festival has appeared on an F1 car, the Tomorrowland Around the World logo will appear on the McLaren MCL35M driven by Lando Norris and Daniel Ricciardo as part of a partnership with McLaren sponsor British American Tobacco (BAT), which will hand over its spot on the car for the race on 4 July.
While Tomorrowland, the world’s biggest dance music festival, has been forced to cancel its flagship physical event in Boom, Belgium, there will be a Tomorrowland festival this year in the form of the second edition of Tomorrowland: Around the World, a virtual festival with Armin van Buuren, Nicky Romero, Charlotte de Witte and other international DJs taking place place on 16 and 17 July. Over 1m people bought tickets for last year’s Around the World event.
The partnership with BAT will use the “global audiences of the grand prix to drive visibility to the digital festival” for both new and existing Tomorrowland fans, says BAT.
John Beasley, group head of brand building for BAT, comments: “McLaren is more than a partner in motorsport; we share a love of music and innovation, and this provides a never-before-seen opportunity to make a statement for our music-loving fans of motor racing and provid[e] much-needed support for the live music industry.
“We always want to help our partners and give back to the fans, and while Tomorrowland may not happen in person in 2021, together we have created the world’s fastest flyer for the greatest digital music festival.”
Tickets for Tomorrowland Around the World, which takes place in a virtual world on the “magical island” of Pāpiliōnem, are priced from €20.
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