Special, Tiger Crystal Ultra launches new campaign to help Kiwi music thrive

In a move to help New Zealand’s music scene thrive, Tiger Crystal Ultra has launched a new initiative, Venue Veterans, via Special PR.

Drawing on recent research¹ that revealed 75% of small-to-medium hospitality providers are continuing to navigate the economic downturn and a string of nightlight staples being forced to close their doors, the initiative is set to reignite New Zealanders’ passion for live music and support local grassroots venues.

The inaugural event will be held at the longstanding Galatos Bar and Venue, a prominent space in the live music scene since 1999. Still, it admits it’s felt the financial strain – noting a 30% increase in operational costs in the last 12 months.

The gig will see one of New Zealand’s biggest innovators in hip-hop, David Dallas, return to the stage that helped launch his career on Thursday, 26^th September.  

The campaign was created by Special PR who led the creative, design, experiential, media relations and talent engagement. The agency was supported by industry expert and Sniffers founder Dan Woolston, who brings decades of experience and represents a roster of New Zealand artists. The announcement was launched via documentary-style content created in conjunction with Subgenre Studio. 

Fraser Shrimpton from Tiger Beer says, “Music brings people together, no matter their background and forms a big part of New Zealand’s culture, so we’re proud to launch Venue Veterans. We hope this evening reignites Kiwis’ appetite for live performances and encourages them to get behind the many venues that keep the legacy of homegrown music alive.”

Special PR Managing Director Kelly Grindle says: “We created Special PR to create truly great work that makes a meaningful impact, and we’re grateful to work with clients like Tiger Beer, who share this ambition and believe in our strategic creativity. We hope that Venue Veterans helps turn the tide on the live music scene and are excited to see David Dallas perform.

Music enthusiasts can register their Venue Veterans RSVP for the chance to see David Dallas perform live alongside a lineup of other Kiwi artists. Spaces are limited, and entry is on a first-come, first-served basis with a koha donation on entry – 100% of which will be donated directly to Galatos to help fund its ongoing operations.

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