Effective sponsor development comes down to intelligent pairing. What industries create an interesting contrast or are just a natural fit? Live Nation found the perfect partner in fashion giant Express when they sought out a sponsor for their VIP club at Chicago’s premiere outdoor music venue, Charter One Pavilion.

For Live Nation, it was a question of finding a flavor that embraced the spirit of rock and roll. For Express, it was an opportunity to have millions of eyes on their brand image, reminding viewers why it is the go-to brand for the young and the fun.

Through wire suspension systems, wraps, banners and a profusion of umbrellas on the VIP club’s three patios, Express boldly announced its arrival into the world of live music, engaging the eyes of concert-goers. The Express VIP campaign was so successful that we re-created the experience for the next two years, both in Chicago and in Los Angeles.