Live Nation, Virgin Australia partner up in major deal

Live Nation Australasia has entered a partnership with Virgin Australia to be its official airline partner.

The tour company’s artists and personnel will be using Virgin flights, while it offers the airline marketing and brand experiences at Live Nation concerts and events.

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.”

Live Nation Australasia’s CEO Roger Field added: "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.”

Following on from the box office busting Adele shows, Live Nation Australia’s current and future international music tours include Twenty One Pilots, Architects, Little Mix, DJ Shadows, Suggs, Jethro Tull By Ian Anderson, Madness, The Next Step and Suicide Boys.

The Virgin Australia partnership was brokered by entertainment partnerships agency mixitup Australia, a Live Nation Australasia joint-venture company.

“Virgin Australia is a great partner whoshare our vision and love for music and is dedicated to meeting the needs of our artists and their fans alike," said Greg Segal, Managing Director of mixitup. "We look forward to working with the entire team.”

mixitup has similarly brokered deals for Live Nation with Telstra, National Australia Bank, American Express, Flight Centre, Europcar and Hilton Hotels and Resorts.

Virgin Australia’s award-winning loyalty program, Velocity Frequent Flyer, has over six million members.

It is also involved in the entertainment field, as a sponsor for events as the Biennale of Sydney, Virgin Australia Melbourne Fashion Festival, Circus Oz, hospitality awards Appetite for Excellence, Australian Chamber Orchestra, Jurassic World: The Exhibition, Queensland Art Gallery, Sydney Dance Company, The Queensland Ballet and West Australian Ballet.