JCPenney is using a little bit of star power to promote its American Living lifestyle brand through a sponsorship of an upcoming Rascal Flatts tour.
The two-year sponsorship, a first for the two entities, kicks off on June 5. The “Rascal Flatts American Living Unstoppable Tour” will visit 60 cities nationwide each year.
Financial terms of the deal were not disclosed.
Under the deal, the band will wear American Living apparel while performing. In addition, an American Living commercial and behind-the-scenes footage from the shoot will run on two side stage screens during the concerts. Rascal Flatts’ fleet of semi trucks and the JCPenney touring bus will feature imagery of the brand, and American Living merchandise promoting the tour will be sold at concert venues.
JCPenney also plans to launch an online site on April 1 to give fans more information about Rascal Flatts, its tour and the American Living brand. Visitors can watch band interviews and enter a sweepstakes for a chance to win concert tickets.
The retailer plans to use a new song Rascal Flatts wrote called “American Living” as the soundtrack for a new American Living commercial. The song will be available on a special version of the “Unstoppable” CD sold at JCPenney stores.
JCPenney launched the lifestyle brand in February 2008 and is made by Polo Ralph Lauren’s Global Brand Concepts.