taylor swift retrospective

the objective

As a longtime trusted partner and expert in the brand marketing space, Taylor Swift’s 13 Management continually recommended G7 to her brand partners for activation strategy and execution on four consecutive global tours.


In order to create the most authentic connections to Taylor’s fans, we approached all brand activations through the lens of adding value to each fan’s experience on behalf of her partner brands at each tour stop and online.

the outcome

100% satisfaction and successful delivery of KPIs for all brands we activate on her tours from 2010–2018.

Speak Now World Tour

  • 110 Shows with Covergirl

The Red Tour

  • 86 Shows Globally with Diet Coke, Keds, Elizabeth Arden

The 1989 World Tour

  • 85 Shows Globally with Keds

Reputation Stadium Tour

  • 53 Shows Globally with Fujifilm

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