Telstra has signed on as headline sponsor of the ARIA Awards – the biggest night on the local music industry calendar. The telco will be the event’s first presenting partner.
The partnership will see the telco developing new online, mobile and social media activations for the first time in the event’s history, details of which will be unveiled as the event approaches.
The ARIAs continue to maintain a longstanding partnership with David Jones, the sponsors of the Red Carpet, while Qantas has signed on for a second year and is reportedly responsible for flying in artists from around Australia and the world to take part. It is also developing in-flight promotional activity around the ARIAs and Australian music.
ARIA CEO Dan Rosen told AdNews: “We are delighted to be announcing this new primary partnership with Telstra. The brand is a fantastic fit for our event, bringing with it a wealth of expertise in technology and mobile across a huge network. There will be many opportunities for us both to explore and we will be very excited to announce those as we progress towards to the awards. From an ARIA perspective, to align the event with an iconic Australian brand is an absolute privilege.”
The event, taking place at The Star in Sydney on Wednesday November 26, will also be broadcast by Channel Ten. The broadcaster retains the rights to simulcast the event online, although Telstra’s deal includes options for ‘second screen’ activities.
Telstra general manager, brand marketing, Toby Dewar added: “Australians love their music and Telstra loves connecting Australians with brilliant music experiences. We look forward to harnessing the power of our network to deliver a truly interactive and exciting experience for music fans.”
The ARIAs will attract significant attention this year, both locally and overseas on account of the strong success of local artists such as Sia, Iggy Azalea and 5 Seconds of Summer around the globe in the past 12 months.
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