The 2022 “Here and Now” Stadium Tour was Kenny Chesney’s highest grossing tour of his career and ranked as the Top Country Tour of the year bringing in over $135 million in revenue.

As the Director of Digital Marketing for Morris Higham Management, I was responsible for collaborating with our promoter, Messina Touring Group, to execute the tour announce through Kenny’s official social media accounts as well as his additional properties including No Shoes Nation (NSN), No Shoes Radio (NSR) and Blue Chair Bay Rum (BCB) to a collective 7.5 million followers. For the first time in Kenny’s touring history, we connected the three properties together to create synergy amongst Kenny’s social accounts and engage the fans at each tour stop. This included a No Shoes Radio and Blue Chair Bay Rum co-branded party in each market the evening before the show and a tailgate challenge in each market for fans to use a geo specific hashtag (ex. #KCTampa) to show off their parking lot party ahead of the show and enter to win a Kenny Chesney prize pack including seat upgrades. Through this, we were able to generate exponential growth across all social platforms including Instagram, Facebook and Twitter for NSN by 41%, NSR by 22.1% and BCB by 11.4%.

To continue to grow Kenny’s fan club, I partnered with each venue in advance of the show to secure an social media collaborative posts between @NoShoesNation and the venue and @KennyChesney and each respective NFL or MLB team. Doing so exposed our accounts to fans who may not have been following us in those specific regions which resulted in an increase of engagement and followers. We reached 1.4 million users outside of Kenny’s audience through 22 collaborations on Instagram and increased Kenny’s Instagram following by 7.2%.

See below for social media examples.