Chevrolet will become one of the driving sponsors behind the 2005 Country Music Association Awards in New York City, redefining and extending its 13-year relationship with the association.
The announcement, made Wednesday in New York City, marks the first time Chevrolet has linked to the CMA Awards as a leading sponsor, said Rick Murray, CMA VP-strategic marketing. Chevrolet, a division of General Motors Corp., had been an on-air advertiser for the CMA Awards broadcast live on CBS for the last 13 years, running sweepstakes and other promotions online, he said.
“Our relationship with the Chevy division of General Motors has really elevated to a new level,” Murray said. “It’s very exciting to be a part of the converging automobile marketing, entertainment marketing and municipal marketing [campaign] to present a groundbreaking program.”
And in another first, the CMA Awards will take place outside of Nashville—the first time in its 38-year history. The awards banquet and show will be broadcast on CBS Nov. 15 live from Madison Square Garden in New York City, boosting the city’s coffers by more than $30 million in revenue, city officials estimate.
The CMA is working with NYC Big Events, a group developed by New York City Mayor Michael Bloomberg, to execute a number of events in and around the city leading up to the awards night. The campaign, “Country Takes New York City,” will include performances, exhibits and educational and cultural activities.
Chevrolet was the first major brand announced as a CMA Awards sponsor. Sponsorship elements include the second annual Chevy Country Music Calendar, which will feature country artists and Chevy vehicles in front of New York City iconic locations. The calendar will be shot this summer and distributed in the fall to consumers via retail magazines, throughout select Chevy dealerships and at Chevy-related events, Murray said.
The automaker will also take an active role during the CMA Award nominations in September. Chevy will converge on Union Square Park in September to bring “Chevy Lane”—a three-day experiential, mobile marketing campaign that combines vehicles with interactive displays, entertainment and information, Murray said. In addition, Chevy will have a heavy presence in New York the week preceding the CMA Awards.
“Chevy’s American Revolution campaign is about the inherent spirit, strength and revolutionary approach to traditional ways of thinking,” said Kim Kosak, Chevrolet’s general director of advertising and sales promotion, in a statement. “We’ve partnered with the CMA for many years and their bold business decision to come to New York City provided us with an opportunity to reach out to existing and new customers, combining the power of entertainment with the brand equity of New York City.”
In addition to the CMA Awards, Chevy will be the official automotive sponsor of the CMA Music Festival, which takes place June 9-12 in Nashville. A series of promotions, events and grassroots viral marketing programs will launch at the festival and continue through the summer and fall.
Chevy also plans to integrate the CMA Awards and New York City into its 2005 Chevy Music Tour this year. The 34-week tour will feature 10 country artists during 10 tour dates in the summer and fall, Murray said.
“Chevy is really raising the bar,” he said. “They understand our needs. We all understand their needs. It’s an exciting partnership.”
The CMA is still seeking sponsorships in the auto, wireless, financial, soft drink, and health and beauty sectors for its gala and awards ceremony. The CMA is in the midst of negotiating agreements with companies in those sectors, Murray said.
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