automotive

Nissan, Univision Renew Music Partnership

Nissan and Univision are partnering for a fourth year for a live concert tour, which expands to include an additional city, Houston.

“Nissan Presents: Road to Innovation Tour” will feature a series of performances headlined by Latin Grammy nominee Karol G with a special guest, Colombian artist Reykon. 

The tour kicks off October 23 in New York, then heads to Miami, Washington D.C., Chicago, Houston, Los Angeles, Dallas, Phoenix and concludes in Las Vegas on Nov. 13. 

Separate from the tour, Nissan will host a promotional campaign that will encourage consumers to participate in a sweepstakes for the opportunity to attend the 19th Annual Latin Grammy Awards live in Las Vegas on November 15.

“We’re always looking for innovative ways to bring engaging and unforgettable experiences to our consumers,” says Lanae Jackson, Nissan's multicultural marketing manager, in a release.

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The partnership will continue to leverage Univision local media’s cross-platform portfolio to promote and deliver VIP consumer experiences throughout the tour.

The tour will include DJ sets and refreshment areas branded with the names of Nissan vehicles. In addition, Nissan and Univision brand ambassadors and influencers will be stationed throughout the concert arena for one-on-one interactions with concertgoers. 

Both Nissan campaigns will be supported by a combination of TV, radio and digital spots via UCI properties, local crew remotes and on-site activities and promotions.

There will also be an original Facebook video series featuring popular social influencers driving a Nissan vehicle while listening to their favorite tunes.

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