The art and science of connecting with consumers
Marketing-interactive.com

Latest Magazine Dot Archive dot Marketing Events dot Events Calendar dot Senior Appointments dot Tip off


Weaker Chivas mix for Akon

By: Marcus Chhan, Malaysia
Published: Oct 23, 2009
CHIVAS   PERNOD RICARD   SPONSORSHIPS   MARKETING
  • Troubled Akon Freedom Beach concert tomorrow
  • Chivas no longer main sponsors but retains level of visibility
  • Chivas avaialable at after-party and VIP zones

Malaysia - The troubled Akon Freedom Beach concert goes ahead tomorrow night with Chivas no longer main sponsor, instead the liquor brand will be visible at the after-party and zones away from the general concert area.

Chivas will get to leverage on the R&B star's popularity in Malaysia only after the concert, being held at Sunway Lagoon, moves to Ministry of Sound for official post event activities.

Chivas will also be available at VIP zones.

The concert date was originally set for 2 July 2009 but was postponed to tomorrow's date under unusual circumstances.

At the time, media reports had indicated Datuk Mohammad Mohammad Daud, deputy secretary-general of the Information, Communications and Culture Ministry was concerned a prominent liquor brand was the official sponsor for Akon, who is Muslim.

However, this was denied by concert promoter Marctensia and Chivas with the latter issuing a statement to the press saying the sole reason for the concert postponement was down to the artiste.

Akon himself posted a video on the Marctensia website apologizing for the late notice of the concert's postponement.

Akon flies in to KL tomorrow afternoon and will spend just a day in Malaysia before heading to Australia for the next leg of his Freedom Tour.


________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia.

 

 





Companies featured:

  • Pernod Ricard
  • Marctensia