Dr Martens selects Sonic for second music tour

British footwear and clothing brand Dr Martens has appointed marketing agency Sonic to work on a five-city music tour featuring emerging UK bands.

Music fans to see bands up close on Dr Martens European tour
Music fans to see bands up close on Dr Martens European tour

Throughout September the brand will be visiting Paris, Hamburg, Copenhagen, Stockholm and Amsterdam as part of the #Standforsomething European tour. It will consist of music gigs with bands, including British indie rock band Pulled Apart By Horses, who will perform in small venues giving fans the opportunity to see them up close and personal.

The Dr Martens #Standforsomething bus will roll into each town with a new UK artist in support, as well as a special local guest band. Local fans will also have the chance to meet the bands at each Dr Martens store during the day.

Ellie Wardle, EMEA marketing manager at Dr Martens, said: "DM’s has an affinity with music and subcultures over 50 years in the making, with products that have been adopted by artists and fans alike.

"In 2013, Sonic was bought in to work with the brand. The challenge was to unlock Dr Martens’ musical heritage and develop a platform that would engage with fans of the brand in an authentic way. The result of this partnership is the #Standforsomething tour, which is now expanding and entering an exciting second year."

Rupert Vereker, chief executive of Sonic, added: "We believe that Dr Martens is setting the benchmark for music activation within its culture-led marketing communications. The challenge was to define the strategy in a way that could be readily communicated to the music industry and also the fans of the brand.

"We have so far chosen bands like Lower than Atlantis, Spector, Sonic Boom Six, Young Guns, And Dry the River, all of whom have the music and the character to bring these values alive for the fans. Pulled Apart By Horses fit this brief perfectly and will spearhead our campaign rollout to Europe."

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