The Challenge
Launching a national album and tour campaign requires more than coverage in New York and Los Angeles. Thirty Tigers wanted to reach Charley Crockett's audience wherever it existed, including secondary markets throughout Texas. The label needed one experienced partner capable of managing the campaign from planning through reporting while maintaining consistent execution in every market.
Our Approach
Nationwide Coordination
Unity Street Promo managed a coordinated rollout across 37 markets in the United States and Canada, providing one point of contact for planning, scheduling, documentation and reporting.
Reaching the Right Markets
The rollout combined major cities like New York, Los Angeles and Chicago with secondary markets including Louisville, St. Louis, Richmond, Milwaukee, Birmingham and Sacramento, plus Toronto and Vancouver. Five Texas markets, Corpus Christi, Lubbock, McAllen, Fort Worth and El Paso, ran as sidewalk stencil campaigns.
Creative Collaboration
We refined the stencil creative through real world testing before launch to ensure it translated effectively on the street.
Consistent Execution at Scale
Every market followed the same creative standards and documentation process, delivering a unified campaign across dozens of cities.
The Results
The campaign delivered a coordinated street presence across 37 markets, helping support the release of $10 Cowboy across a diverse mix of major cities and secondary markets in the United States and Canada.
The rollout reflected the growth of an established relationship. In October 2023, Thirty Tigers partnered with Unity Street Promo on a 19-market campaign supporting Charley Crockett's Live from the Ryman. Following the success of that campaign, the label returned in April 2024 with an even larger rollout for $10 Cowboy, expanding the campaign to 37 markets.
"Unity is always my go-to for posters and stencils." Marketing Team, Thirty Tigers
That partnership continued beyond Charley Crockett. Since then, Thirty Tigers has trusted Unity Street Promo with additional campaigns for The Decemberists, Lost Dog Street Band and Waylon Jennings, demonstrating continued confidence in our ability to execute street marketing campaigns at a national scale.
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