Friday, February 20, 2009
– JCPenney will sponsor Rascal Flatts' tour for the next two years as the "Rascal Flatts American Living Unstoppable Tour." The tour will promote American Living, the retailer's affordable, all-American lifestyle brand developed exclusively by Polo Ralph Lauren's Global Brand Concepts. The fully integrated sponsorship will kick off June 5, with the tour hitting approximately 60 cities across the nation each year. The tour is supporting the band's new "Unstoppable" CD out April 7.
In conjunction with the tour, Rascal Flatts has written a new song inspired by the spirit of the brand titled American Living, which will serve as the soundtrack for the new American Living commercial. The song will only be available on a special version of the Unstoppable CD sold at JCPenney stores.
"Representing true Americana, Rascal Flatts' music transcends genres and resonates strongly with our customers - the more than half of America that shops at JCPenney each year," said Mike Boylson, chief marketing officer for JCPenney. "With Rascal Flatts' significant crossover appeal and passion for the brand, our fully integrated sponsorship of 'Rascal Flatts American Living Unstoppable Tour' is a perfect canvas to highlight American Living and its true American values."
Rascal Flatts' support of American Living began when the band played at the launch party for the brand in February 2008. "No brand better represents Rascal Flatts than American Living," said Gary LeVox of Rascal Flatts. "We've felt a strong connection to American Living since it first launched last year. High-quality and affordable, American Living represents a classic, American lifestyle - it's a brand we wear and are proud to share with our fans."
All net proceeds from the sale of albums sold at JCPenney's will be donated to the JCPenney Afterschool Fund, which provides children in need with access to life-enriching after-school programs that inspire kids to be smart, strong and socially responsible.
As part of the fully integrated sponsorship, the original song will also serve as the soundtrack for a new JCPenney commercial featuring the band and the American Living brand. The commercial is set to air May 17 - June 6 on prime time and cable television programming.
As part of the tour, Rascal Flatts band members -LeVox, Jay DeMarcus and Joe Don Rooney - will wear American Living apparel in concert.
The American Living commercial, as well as behind the scenes footage from the filming of the commercial, will run on two large side stage screens during the concerts.
The band's fleet of semi trucks and the JCPenney touring bus will feature imagery of the brand.
Special American Living merchandise promoting the tour will also be available for purchase at concert venues.
Fans interested in learning more about Rascal Flatts and the American Living brand can have an online experience, set to launch April 1. Visitors to the site will be able to watch interviews with the band on the road and enter a sweepstakes to win concert tickets.
Tour dates will be announced later this spring. JCPenney's partnership with Rascal Flatts will also include the sponsorship of the band's 2010-2011 tour.