East Coast Car Rentals (ECCR), in partnership with Seven Communications, has launched I’m With the Band, a national campaign turning its fleet into a platform for emerging Australian musicians.
Based on the idea that touring requires transport, the campaign gives grassroots artists the opportunity to travel, connect with communities, and perform across the country. Buskers can enter a competition to gain national exposure and advance their music careers.
The initiative includes live roadside performances featured in a video content series, as well as an ECCR-curated road trip playlist. The aim is to provide both exposure for local musicians and a more culturally connected travel experience for Australians.
Research commissioned by ECCR found that 73% of Australians consider discovering local music and buskers an important part of their road trip experience. More than half (53%) would plan travel around towns known for live music, while 77% would stop to explore a place if they heard live music or saw a street performance.
Ben Whitmore, CMO at East Coast Car Rentals, said: “There’s something special about live music on a road trip, it turns everyday stops into something unforgettable – we know music is a big part of what makes the journey special for our customers.”
“Buskers bring that grassroots feel and authenticity that makes travel more meaningful and this campaign is about giving local artists keys to the country and their careers, helping to remove some of the barriers they face while also providing new artists to an Aussie public who are angling to know the best emerging, local talent.
We started small. We know what it means to get your break, this is our way of helping more artists hit the road and be heard.”
Patrice Pandeleos, Managing Director of Seven Communications, added: “This campaign with East Coast Car Rentals is a great example of how PR can turn a brand into a cultural connector.
“We’re giving buskers- often overlooked but incredibly talented, a national platform to be seen and heard. It’s about sparking real moments of connection through live music and helping Australians rediscover the joy of grassroots performance, one road trip at a time.”
Musicians selected for the program will share in a prize pool of up to AUD $15,500. The winner will receive $12,000 in cash and publicity support, with two runners-up each receiving AUD $500. The remaining five finalists will each receive a AUD $500 ECCR car rental voucher.
ECCR, which started on the Gold Coast and now operates 14 sites nationwide, says the campaign reflects its commitment to supporting local talent and fostering community connections.