Global: Australian music brand Nova Entertainment to embark on world tour

Nova Entertainment has announced plans to bring its live music offering, The Nova Red Room, to Dublin, London, Dubai and finally Sydney from 20 July.

Nova Entertainment is bringing its Nova Red Room to cities including Dublin (image: nova
Nova Entertainment is bringing its Nova Red Room to cities including Dublin (image: nova

The Nova Red Room Global Tour will feature seven artists, including headline act Ed Sheeran, as well as the likes of Jason Derulo, Craig David and British band Rudimental.

The four gigs are to be set in unique, unexpected or impressive venues and locations, and each will cater to 50 guests.

Content will be captured and shared across Nova Entertainment’s radio, digital and social channels, as well as Australian telecommunications brand and campaign partner Optus. 

Nova Entertainment is running a series of on-air contests via its Nova radio programs, meanwhile Optus pre-paid's division is delivering a promotion that will see 28 individuals join Nova Entertainment's partners, media and a team of content producers on the global tour.

Tony Thomas, chief digital and marketing officer at Nova Entertainment, said: "After the hugely successful Global Red Room in 2014, we wanted to do something even bigger in 2015.

"To combine the world’s biggest artists and a travel experience to four exciting cities, with all content being captured and distributed across Nova’s and our partners' channels, makes this one of the biggest content marketing initiatives ever undertaken."

Olivia Wirth, group executive for brand, marketing and corporate affairs at Qantas, the tour's airline partner, added: "Qantas is excited to be embarking on the Nova Red Room journey again in 2015. It provides a fantastic platform for us to engage with the youth market via their passion for music and travel.

"This kind of activation provides powerful cut-through in terms of talking to this important group of future Qantas frequent flyers via a channel they relate to. Our mission is to create an emotional connection to Qantas through a number of "money can’t buy" experiences that they will remember for the rest of their lives."

The Red Room Global Tour was launched last September when it stopped off at locations throughout the USA.   

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