As sister brand Budweiser gears up for the debut of Made In America with headliner/curator Jay-Z in Philadelphia next month, Bud Light is prepping the fifth year of its Port Paradise Music Festival, a two-day concert event in the Bahamas.
This year's show will be held at Atlantis in Nassau on Nov. 17, featuring Pitbull, Flo Rida and Far East Movement, and on the private island of Coco Cay on Nov. 18 with performers Brad Paisley, All-American Rejects and Young the Giant.
What began as a one-off, four-day sweepstakes in 2008 has become an annual consumer appreciation event for Bud Light.
"The reaction from consumers was so positive -- we had so many people calling and sending emails and putting up Facebook posts asking how could they get on this Port Paradise tour. It was kind of a no-brainer to bring them back," Bud Light VP Mike Sundet says of Port Paradise.
As part of the program, Pitbull has also re-upped his endorsement deal with Bud Light, which will again include appearances in TV, radio, out-of-home, in-store and digital ads as well as the brand's sponsorship of his new music video "Get It Started" featuring Shakira.
"He's a perfect fit for our brand," Sundet says of Pitbull. "He's one of the hottest artists today and very popular with Latino consumers, which is a core segment of ours. But at the same time he's got huge crossover appeal, and that crossover is something we find very relevant with him. The personality of Pitbull and the personality of Bud Light are extremely similar and that helps a lot."
Tickets for this year's Port Paradise will be given away via sweepstakes at Bud Light's Facebook page and BudLightPortParadise.com, with 5,000 promotional winners aged 21 and older set to be hosted aboard two full-size cruise liners from Nov. 16-19.
Unlike Made In America, a collaboration with Live Nation and ad agency Translation, Port Paradise is booked and promoted internally. Not that Sundet considers Bud Light its own kind of promoter.
"We're not in the music business," Sundet says. "We're in the beer business and we build beer brands. Music is an incredible platform for us, however. It's a passion point for consumers and a way to reach out and make our brands relevant. There's a lot of room for Bud Light and for Budweiser to utilize music to reach their consumers and to do it in a way that is true to the brands' positioning and brand essence."