CMT On Tour

Objective

Develop a property to extend and enhance the remarkable success of Viacom’s CMT: Country Music Television, taking the brand on the road to engage viewers in their hometowns nationwide.

Strategy

Create an annual, proprietary tour for Viacom’s CMT brand that not only provides brand building opportunities for the cable network, but also creates added value for CMT advertisers and affiliates through on-air mentions, hospitality opportunities, field marketing events, national and local promotions, and tour sponsorships. Connect the best new artists in country music with a targeted national platform to increase brand awareness and develop a stronger fan-base for both the Artist and CMT.

Result

CMT On Tour continues to deliver incredible brand exposure through television, radio, print and internet promotions. 2012 marked the 11th anniversary of CMT On Tour, which has featured Brad Paisley, Rascal Flatts, Miranda Lambert, Jason Aldean, Lady Antebellum, Eric Church, Sugarland, Luke Bryan, Trace Adkins, Keith Urban, and Jake Owen.