Story
CHANGEffect worked in a two-year consulting role to direct the positioning and brand development for this country music superstar. Through an intentional process, it became clear that Tim’s distinctive was that he portrayed a unique mixture of southern bad boy, heartthrob and boy next door persona. This led to his defined positioning as “almost bad.” Using this positioning we turned all focus to leveraging the Tim McGraw experience to always offer extremes of hot colliding with extremes of cool. We leveraged this direction to secure Tim’s first-ever tour sponsorship with Country Music Television, which was branded as The Spontaneous Combustion Tour. This sponsorship was valued at $1.5 million and opened the door to the eventual long-time sponsorship relationship with Budweiser Brewing company.