Live Nation and Hertz have signed a multi-year marketing deal that aims to make ticket buying and car renting a more integrated experience.
The “Movin’ with Music” alliance calls for Hertz cars to be featured on LiveNation.com and Ticketmaster.com pages, and Hertz will create a steaming radio service at its facilities next year that will feature Live Nation artists.
Financial terms of the deal were not disclosed, but Forbes reported this week that it was worth millions of dollars to Live Nation.
“By aligning with Live Nation, Hertz will expand its appeal across a diverse spectrum of passionate music fans, both young and old,” Russell Wallach, president of Live Nation Network, said in a statement.
“Moreover, this partnership works on a B2B level as Live Nation will now utilize Hertz products and services to conduct our business, further increasing exposure of the Hertz brand and strengthening the economic value of the alliance,” Wallach added.
Hertz will be Live Nation’s exclusive car rental provider in the United States and Canada, and the two companies will launch social media sweepstakes campaigns highlighting special deals. Hertz also will create an online music store with Live Nation’s help where Hertz Gold Club members will be able to use rewards points to buy music.
Hertz chairman and CEO Mark Frissora said in a statement that the partnership could help make car renting an integral part of ticket buying.
“By closely aligning Hertz with live music and tapping into Live Nation’s multi-channel network, we are changing how we drive interaction among existing and potential customers,” Frissora said.
The alliance even drew praise from one of Live Nation’s ticketing competitors.
“Looks like a creative marketing deal between two well-established brands,” Jeff Kline, president of competing ticketing company Veritix, told TicketNews. “Live Nation, through their venues, has many quality touch points.”
Over the past year, Live Nation and its Ticketmaster subsidiary have signed several marketing and sponsorship deals to boost its ticket sales, including alliances with Walmart, Facebook, American Express and Universal Music Group.