Ballantine's whisky extends Boiler Room partnership into 2016

Scotch whisky brand Ballantine's has announced its experiential campaign with music broadcaster Boiler Room, Stay True Journeys, will continue into 2016.

Stay True Scotland saw 16 acts perform across four venues
Stay True Scotland saw 16 acts perform across four venues
The initiative includes free live events, in-depth documentaries and artist collaborations, all of which are broadcast through The two brands have set their sites on travelling to destinations in Asia, Europe, South American and Africa next year.

Ballantine's drinks and cocktails will be served at each event. M&C Saatchi Sport & Entertainment will continue to manage and co-produce the series.

Stay True Journeys has previously travelled to Mexico, Chile, Poland, Germany, South Africa, Ibiza and Russia. On 17 September the campaign hosted an event in Barcelona, while the brands headed to Edinburgh – the home of Ballantine's – earlier this year.

The Scottish leg saw 16 local 'legends' and well-known artists perform across four venues. More than 450,000 people watched the total broadcast on Boiler Room's website.

Peter Moore, global brand director at Ballantine's said: "It's with great pleasure that we have renewed our partnership with Boiler Room following a year and a half of bringing authentic music experiences, stories and content to music fans around the world. What we've created with our partners at Boiler Room sums up what it means to 'Stay True' – always routed in authenticity, passion and staying true to what we, and the artists we work with, believe in."

Blaise Bellville, founder and chief executive at Boiler Room added: "We're hugely proud of our work with Ballantine's over the past 18 months. We both share a genuine passion to delve into these musical stories, and we will now continue to grow and drive the partnership to even bigger heights through 2016."

Boiler Room announced a live music partnership with Generator hostels earlier this year.

More: Ministry of Sound eyes experiential partnerships

Marriott partners with Universal for music experiences

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