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  • At-venue marketing and VIP hosting: All efforts are executed with precision by a full-time EVI Tour Activation Team.
• American Living Clothing In-Concert: Throughout the course of the annual 60-city tour, Rascal Flatts band members Gary LeVox, Jay DeMarcus and Joe Don Rooney are incorporating American Living apparel into their concert performance wardrobes.
• Pre-Concert Videos: The new American Living Commercial featuring Rascal Flatts singing the song “American Living” is showcased on the stage- flanking screens prior to every Rascal Flatts performance. A “making of the commercial” video is also shown. The “making of” video was designed to augment the 30-second commercial spot and serve as an entertaining
way to elaborate on the connection between Rascal Flatts, American Living, the clothing and JCPenney.
This is a unique
opportunity to tie all
of the strategic message components together in front of captive audiences all across America.
• Live Radio Remotes: In conjunction with JCPenney, Live Nation and
top country radio stations, EVI is producing exciting live radio remotes in 20 of the top concert markets across the US. Radio listeners have an opportunity to win American Living
merchandise along with premium Rascal Flatts concert tickets. The JCPenney American Living Tour Bus travels on location for the remotes, creating excitement and making a strong branding statement.
• Radio Spots: EVI created, wrote and directed a series of radio spots featuring Rascal Flatts to promote the radio remotes.
• Tour Fleet Wraps: The graphic design of the band’s touring fleet of 18 semi-trucks feature the Rascal Flatts American Living Tour Logo.
• Concert Merchandising: Custom American Living concert merchandise is available for purchase at the concerts.
• The band has worn American Living clothing in numerous national media appearances, including: Today, Ellen Degeneres, The View, Dancing with the Stars, Sean Hannity, and the Late Show with David Letterman.
• Rascal Flatts/JCPenney is big news:
The Rascal Flatts/JCPenney program continues to be big news in the music industry and scored the cover story in a recent edition of Billboard Business Magazine.

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