Nickelback flies with WestJet

On Oct. 13, Nickelback is taking 80 fans up, up and away. Thanks to a lofty promo conjured up by Mississauga, Ont.-based EMI Music, WestJet is lending the record label a 737 to promo the Canadian band's new CD. Fans and media will fly cross-country with the band, touching down in Halifax, Toronto, Calgary, and Vancouver.

On Oct. 13, Nickelback is taking 80 fans up, up and away. Thanks to a lofty promo conjured up by Mississauga, Ont.-based EMI Music, WestJet is lending the record label a 737 to promo the Canadian band’s new CD. Fans and media will fly cross-country with the band, touching down in Halifax, Toronto, Calgary, and Vancouver.

Paul Shaver, VP marketing at EMI, says they will be treated to a mid-flight acoustic performance and other surprises. The campaign is being promoted on MuchMusic, at retail partner HMV, as well as by various print and radio media sponsors.

It’s not just planes EMI’s courting. It’s automobiles too. The record label also approached GM, which with help from Toronto-based media agency M2 Universal, launched a contest involving a giveaway of the new Pontiac Solstice. Earlier this month, 250,000 CDs were shipped with a promotional sticker and a unique PIN card, driving consumers to a Web site for their chance to win the two-seated roadster.