After partnering up with J Balvin as the official sponsor for the reggaetonero’s first headlining U.S. tour last year, Toyota is collaborating once again with another Latin music titan.
For their second tour sponsorship in the U.S. Latin music market, Toyota is the official presenting sponsor for Julión Álvarez‘s first headlining tour in the States, one of the most anticipated treks of the summer. “We don’t do a ton in terms of music tours as a brand, so the fact that we’re aligning ourselves with Julión shows the value we place in this tour,” Tyler McBride, Toyota’s Engagement Marketing Manager, told Billboard.
It’s a canny move by the automaker. In the past few years they’ve stepped up their Hispanic presence with strategies such as Música Y Destinos and partnered with Latin music influencers such as Becky G, Natalia Lafourcade, and Carla Morrison, among others.
During Álvarez’s 22 concert tour dates, Toyota will have onsite presence with branded content and vehicle integration at venues. Social media will also play a major role in the partnership and throughout Álvarez’s Mis Ídolos … Hoy Mis Amigos Tour. “We’re never just about the event date and relying only on signage or cars parked at venues with Toyota logos, we try to amplify the social experience pre and post event and not just the day of. We want music aficionados to go on this journey with the artist,” said McBride.
“It’s very special to become one of the first Mexican regional singers to go an arena tour,” Álvarez told Billboard. “It’s the type of successes you want to share with all your fans that have always supported you.”
Álvarez, who will be performing in iconic arenas such as the Madison Square Garden, says that the production won’t disappoint his fans, ranging from millennials to older crowds. “We’re preparing an amazing show, where people will have the option of sitting down for my romantic ballads and get up and dance with my upbeat tracks like cumbias and norteñas.”
Hispanic television network Azteca América, partnered with Cardenas Marketing Network, is serving as the official media sponsor for Álvarez’s tour and will feature a series of six concerts in 2016.
The chart-topping Mexican artist, who debuted at No. 1 on Billboard’s Top Latin Albums chart with his covers album Mis Ídolos, Hoy Mis Amigos, will be visiting cities such as Los Angeles, Chicago, New York, Las Vegas, Phoenix and Washington. El Coyote and Pancho Barraza will be guest artists on the tour. Check out the complete tour dates here.