Enterprise Rent-A-Car has entered into a multi-year agreement to become an official partner of Live Nation.
The rental vehicle company will soon begin rolling out exclusive video content, curated by Live Nation, featuring popular artists and bands. As part of each video, musicians will share personal stories, such as road trip tips or their favorite scenic tour stops. The videos will be published on both Enterprise’s and Live Nation’s owned digital properties.
Enterprise will have a presence in 36 of Live Nation’s owned and/or operated amphitheater venues and 39 of the company’s owned and/or operated club/theater venues and will also advertise across Live Nation’s digital network. Fans will be offered transportation options for live event-related road trips, as well as rental discount promotions.
The news comes on the heels of a brand positioning campaign by Enterprise that highlights transportation offerings, which includes renting, buying and sharing. As part of the campaign, Enterprise is implementing a content marketing strategy aimed at reaching consumers on a more emotional level by tapping into their passions.
The brand’s customers rank music among one of the things they are most passionate about, says said Lee Broughton, vice president, Enterprise North American brand marketing.
“Our research tells us that music remains a very important part of our customers’ lives,” Broughton said in a release.“This exclusive video content is going to be ‘must watch’ material for music fans. We’re amped to be bringing them personal stories from their favorite artists that they can’t get anywhere else.”