By Rebecca Harris
The 2010 Bacardi Express is gearing up to take Queensland and NSW by storm, with the first concert scheduled for The Tivoli, Brisbane tomorrow night (Mar 25).
As Australia’s only touring music festival on wheels, the artists will then board a restored 1960s train, branded the ‘Bacardi Express,’ which will travel overnight to Sydney, performing concerts at Coffs Harbour and Newcastle along the way. On-board jamming sessions are also to be expected.
All of the concerts are free, and consumers have had the chance to win tickets to the concerts, or onboard the train by purchasing specially marked packs of Bacardi or registering online.
“Our research shows that consumers are genuinely excited by the Bacardi Express and that this excitement translates into an intention to purchase,” said Bacardi senior brand manager Fernando Navarro. “Bacardi is currently growing at +8% Oct 09 MAT (AC Nielsen) and we expect to see this continue.”
This year’s concerts will be headlined by La Roux, who will be supported by Art vs Science, Yves Klein blue and the Cassette Kids.