DESCRIPTION: A promotional marketing campaign representing Southern Comfort and the House of Blues as cooperative sponsors of two national concert series. It's primary goals were to expand the reach of an established spirit and to introduce America to the House of Blues concept through a multi-tiered "showbiz" attack.

PARAMETERS: Sixteen -week concert tour, 80 concert dates, 75 cities. 40' custom designed and graphic wrapped vintage tour bus, 4 person promotional team.

PROMOTIONAL IMPACT: Tour surpassed the sales goals of Southern Comfort while expanding their consumer demographic to include post college age drinkers. The House of Blues chain gained the needed media and consumer exposure vital to the success of their planned expansion efforts.