The goal was to build a solid brand identity Canadians could immediately recognize by engaging the biggest country music talent and most-loved brands in the country. TFA was able to leverage our longstanding relationships in the Canadian market to make it happen.
Corus engaged us pretty late in the planning process, just six months before the festival was to kick off. Luckily TFA Partnerships make deals happen fast, and have earned trust from top-level brands to deliver programs that will be beneficial to them. Canada’s ubiquitous beer brand, Molson Coors, jumped at the opportunity, becoming the festival’s official beer and cider partner supplying Coors Banquet, Molson Canadian Cider and Coors Light to quench fans’ thirst. Beyond Molson, we were able to get Jim Beam, Schick, JTI, Rockstar, Tito`s Handmade Vodka, Air Miles, Haagen-Dazs, Nescafé, and Mott’s to join too.