Last Thursday, November 5, Billboard awarded KC Masterpiece and Kingsford Charcoal with the annual Concert Marketing and Promotion Award for their partnership with Keith Urban's Escape Together World Tour.
The promotion encouraged friends and families to come together and grill in their backyards. The award recognized the brand's willingness to change the rules of traditional sponsorship and make a powerful business impact.
"With everything going on in the world today, people are simply looking for a way to escape, whether it's tailgating before a show, being inspired during Keith's show or hanging out in the backyard grilling with family and friends. Working with Keith is a perfect match," said Drew McGowan, sponsorship group manager at Clorox. "This campaign works because we tapped into something authentic and real -- the way people come together and celebrate everyday. Hanging with friends in the backyard has become a
year-round experience that extends beyond the summer months."
