Live Nation Australasia has signed up Virgin Australia as its official airline partner.
Live Nation’s Australasian division said Virgin will ensure touring artists and touring personnel “enjoy the best possible travelling experience, working closely with the industry to make touring easier for artists”.
Live Nation Australasia’s other partners include Telstra, National Australia Bank, American Express, Flight Centre, Europcar and Hilton Hotels and Resorts.
It recently expanded its reach in Australia’s festival scene by purchasing a controlling stake in Secret Sounds, which runs two of Australia’s largest music events, Splendour in the Grass and Falls Festival.
“Live Nation is looking forward to working with Virgin Australia and its alliance partners to deliver a superior travelling experience for our touring entourages. Virgin Australia share our passion for music and entertainment,” said Roger Field, who recently replaced Michael Coppel as chief executive of Live Nation Australasia.
The partnership also offers Virgin Australia the opportunity to use Live Nation concerts and events within its marketing and brand strategy.
Inese Kingsmill, chief marketing officer of Virgin Australia, said: “With entertainment in our brand’s DNA, we are thrilled to partner with Live Nation and support the unique travel needs of many of the world’s greatest and most exciting artists.
“This new partnership provides Virgin Australia with the opportunity to bring the world’s best live music to Australia for fans to enjoy and the opportunity to create unforgettable brand experiences.”