OBJECTIVE

Jack Daniel's was looking to complement their F1 sponsorship through further integration during Grand Prix Weekend in Montreal. Their marketing pillars have a long-standing history in live music providing an excellent opportunity to marry the two strategies during an action-packed weekend.

SOLUTION

As the ultimate destination for race fans, tourists, and Montrealers during Grand Prix Weekend, Jack Daniel's partnered with the Crescent Street Grand Prix Festival, transforming it into a vibrant hub with the Jack Daniel's Stage. The stage featured live performances, including Sam Roberts Band, complemented by onsite activations, branded bars, sampling stations, and contesting.

RESULT

Throughout this 5-year sponsorship, the Jack Daniel's Stage has attracted over 500,000 fans annually and reached 5 million on social, solidifying the brand's presence and enhancing consumer engagement during Grand Prix Weekend.

PARTNER