On the road: Chivas backs U.S. tour of Latin Rockers

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Chivas Regal USA will take its Hispanic marketing efforts on the road this summer, sponsoring the U.S. tour of Latin rockers La Ley.

The Pernod-Ricard scotch brand will back up the tour with radio, online and out-of-home promotions by Publicis Groupe's Publicis Sanchez & Levitan, Miami. The promotions will include ticket giveaways and contests, as well as sampling and signage in clubs and liquor stores in the tour's 20 stops. The tour starts in New York on June 25 and ends in Los Angeles on July 27.

"We're bringing a great brand and a great band together," said Chris Willis, VP of Chivas Regal USA.

The promotion aims at Chivas' target customer, he said, adding 2002 market research found Hispanics, who make up 13% of the U.S. population, account for 40% of Chivas' U.S. sales. A segmentation analysis of Hispanic consumers found the group with the best potential for Chivas is consumers who think music and lifestyle are important, said Mr. Willis. Among those consumers, La Ley has a high profile, he said.

The effort may reach beyond Hispanics, said Saul Sola, national brand manager. La Ley has crossover potential, he said, noting the group has included English-language songs on its new album.

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