rascal flatts 'unstoppable' tour presented by jcpenney

Situation

In 2009, the best-selling country group of the decade and one of America’s largest retailers, JCPenney®, called on Britten to help transformed the idea of traditional tour sponsorship into a wide-ranging, integrated marketing campaign.

Solution

Britten’s mobile event branding strategy included signage, truss structures, VIP tent, and a fan activation components designed to create a true connection between Rascal Flatts fans, JCPenney® stores, and Polo Ralph Lauren®’s “American Living” clothing line.

Impact

The first leg of the “Unstoppable Tour” sold over 550,000 tickets in 39 shows. Britten portable banners, an air-conditioned VIP tent, and towering truss entrance structure was set up at every show. The effort proved a huge hit with the fans and the band who posed and posted numerous photos on social media. The band worked with Britten again in 2010/2011 to rebrand the tent, towers, and banners for their “Nothing Like This” tour.

latest stories.

view all
Kenny Chesney Fabric Backdrop at Ford Field
kenny chesney’s 'trip around the sun tour'...

08/04/2018

a manhattan music festival celebrating veterans...

05/29/2019

custom fabricated stage props for aerosmith
aerosmith’s “deuces are wild” tour...

04/06/2019

Truss Structure at Austin Fan Fest
a showcase for austin sports & entertainment...

11/16/2012

https://britteninc.com/portfolio/rascal-flatts-and-j-c-penny-s-unstoppable-tour