Live Nation Australasia partners with Qantas

Live Nation has entered an exclusive Australasian brand partnership with Qantas that will see Live Nation, its artists and the airline collaborate on marketing opportunities.

The multi-year agreement will see international artists fly with Qantas throughout Australasia in return for projects across Live Nation’s concerts, online platforms, content, hospitality and ticketing operations in Australia and New Zealand.

Michael Coppel, President and CEO of Live Nation Australia and New Zealand, said: “Utilizing Live Nation’s network of concerts, ticketing and online assets will enable Qantas to fully tap into the power of live music and its intimate connection with millions of fans. We are looking forward to a fantastic and mutually successful partnership.”

Tim McColl Jones, Executive Manager, Group Brand & Marketing for Qantas, said: “Live Nation provides us with the opportunity to further increase our international sales reach, as we fly more and more international music and entertainment acts to and around Australia and New Zealand. It also means more benefits for Qantas Frequent Flyers with preferential access to ticket offers and special promotions through Live Nation’s extensive portfolio of tours and shows.”

The agreement was brokered by Sydney-based entertainment partnership agency, mixitup Australia, who Live Nation Australasia formed a joint venture with in August last year.

The partnership isn’t the first time Qantas has tied itself firmly with the music industry. The company inked a naming rights sponsorship for the Sydney Entertainment Centre in January that will see the building trade under Qantas Credit Union Arena until the end of 2015. In December the live venue will be demolished to make way for a larger convention centre that features a convention room that is expected to be the largest in the world.