b'18 MARKETING MARKETING 19LIVE, LOUDPARTNERSHIPS WITH T TR RO OP PE ER R L LUA UAN NN NA STOUT MUSICIANS ANDA S &SURFERS Also for Pacific Pale Ale, Coopers partnered withSR RE EP PO OCO CODuring the year, and in line with its strong LOCAL connection with live music, Cooperssurfing authority STAB, and some of the countrys collaborated with high-profile Australiantop board riders, to produce engaging content that musicians for its national beer campaigns. tapped into Australias favourite summer pastime.This included renowned Australian singer- Coopers enlisted Australian rock royalty for the songwriter Angus Stone who became a brandlaunch of Australian IPA. Singer-songwriter James ambassador for Pacific Pale Alecoinciding withReyne featured in a creative campaign shot at the the launch of his new music and video clip. iconic Silverton Hotel in Broken Hill (made famous in the film Mad Max) and performed at a series of trade events across the country.Following the success of the initial livestream events in April and May 2020, Coopers partnered with some of the COOPERSbiggest names in Australian music to draw REINVIGORATED ITSpatrons back into pubs across the country, selling more than 4,500 tickets nationally.POPULAR LIVE, LOUD Live, Loud and Local transitioned from AND LOCAL GIG SERIESthe screen to the stage during the year, BY TAKING IT ON THEwith top Australian acts performing gigs ROAD TO HELP PUBSacross the nation. Planning and staging major live performances during a time of AND LIVE MUSIC unpredictable lockdowns was a significant VENUES REBOUND challenge, and the Live, Loud and Local FROM THE PANDEMIC. team demonstrated their commitment and passion in delivering this series.'