Case IH has announced an agreement to sponsor a concert tour by country music superstar Craig Morgan. Titled “Craig Morgan Powered by Case IH . . . International Harvester.
Case IH Vice President Jim Walker (right) presented singer-songwriter Craig Morgan (left, tractor’s seat) with a new Case IH Farmall 55 tractor at the Racine County Fair, Union Grove, Wis., near the world headquarters of the Case IH brand. The gift celebrates the kickoff of the tour titled, “Craig Morgan Powered by Case IH … International Harvester. The Legend Rolls On.”
The Legend Rolls On,” the collaboration follows up on the success of Morgan's hit song “International Harvester” with a cross-country tour that celebrates the American farmer.
According to Jim Walker, vice president, Case IH North American Agricultural Business, the connection between Case IH and Craig Morgan came about naturally. “The International Harvester brand is a big part of our tradition here at Case IH, so Craig's song really struck a chord around here,” Walker says.
“In his music, Craig Morgan stands for a lot of the same things Case IH stands for: pride in our heritage, pride in American agriculture, and a rock-solid commitment to our core values. It just makes sense for us to join him out on the road.”
One of country music's best-loved performers, BNA Records recording artist Morgan has made a name for himself with massive radio airplay of his signature hits. Morgan’s new single, “Love Remembers,” is rapidly climbing the country charts, and his most recent Top 10 hit was the fan-favourite “International Harvester.” His other Top 10 hits include "Little Bit of Life," "Tough,” "Almost Home” (Music Row Song of the Year in 2003), the chart-topping summer anthem "Redneck Yacht Club," and "That's What I Love About Sunday" – which spent five weeks at No. 1 and was Billboard's Most Played Country Song of the Year in 2005.
Morgan has performed on the legendary stage of the Grand Ole Opry more than 170 times and plays over 200 sold-out concerts a year. He spent ten years on active duty in the U.S. Army before launching his music career, and makes a point to perform as often as possible at U.S. military installations in the United States and abroad. He was awarded the USO Merit Award in 2006 for his tireless support of U.S. soldiers and their families.
As Morgan's tour crosses the United States, there will be numerous tie-ins with local Case IH dealerships. In addition to on-stage and semi-trailer signage, Case IH and Farmall machinery will be on display at selected concert venues. Dealerships will be offered promotional opportunities like VIP tickets and concert meet and greet sessions.
Walker believes this sponsorship will reinforce the Case IH position to an important audience. “The same people who are Craig Morgan fans ought to be Case IH fans,” he says. “If they like being in a concert seat, they should try the seat of a red Farmall tractor.”
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