I guess Case IH liked sister company, New Holland’s, Michael Peterson, “Down On The Farm” promotion. Of course we’ve all known that agricultural marketing superstar Gene Hemphill, was on to something big.
Global farm equipment manufacturer Case IH has announced an agreement to sponsor a concert tour by country music superstar Craig Morgan. Titled “Craig Morgan Powered by Case IH… International Harvester. The Legend Rolls On,” the collaboration follows up on the success of Morgan’s hit song “International Harvester” with a cross-country tour that celebrates the American farmer.
Case IH Vice President Jim Walker (right) presented singer-songwriter Craig Morgan (left, tractor’s seat) with a new Case IH Farmall 55 tractor at the Racine County Fair, Union Grove, Wis., near the world headquarters of the Case IH brand. The gift celebrates the kickoff of the tour titled, “Craig Morgan Powered by Case IH… International Harvester. The Legend Rolls On.”
According to Jim Walker, vice president, Case IH North American Agricultural Business, the connection between Case IH and Craig Morgan came about naturally. “The International Harvester brand is a big part of our tradition here at Case IH, so Craig’s song really struck a chord around here,” Walker says.
“In his music, Craig Morgan stands for a lot of the same things Case IH stands for: pride in our heritage, pride in American agriculture, and a rock-solid commitment to our core values. It just makes sense for us to join him out on the road.”
As Morgan’s tour (http://www.craigmorgan.com/?content=tour) crisscrosses the United States, there will be numerous tie-ins with local Case IH dealerships. In addition to on-stage and semi-trailer signage, Case IH and Farmall machinery will be on display at selected concert venues. Dealerships will be offered promotional opportunities like VIP tickets and concert meet & greet sessions.