MUMBAI: Word Entertainment has formed a partnership with movie and television-based theme park Universal Studios, via its Rock the Universe Sunday Bonus Concerts event. The event will be held on 13 September at Universal Studios Florida.

In promotion of the event, Word has implemented a comprehensive consumer campaign to both raise awareness of and provide attendees with the ultimate concert experience.

Featuring an all-star line-up of Word Label Group artists including BarlowGirl, Group 1 Crew, Sidewalk Prophets & pureNRG, the Rock the Universe Sunday Bonus Concerts series marks the first time that Universal Studios has extended its annual Rock the Universe music festival to a three-day event. Hosting the Music Plaza Stage on Sunday, 13 September from 1:00 pm -6:00 pm, Word Entertainment will also celebrate BarlowGirl’s forthcoming 8 September project, Love & War, with a CD release concert for fans.

To promote the concerts, Word Entertainment will be advertising through direct mail, the Internet, at artist shows, and will team up with regional Chick-Fil-A restaurants for artist visits to eight Orlando locations. Furthermore, Word partnered with WAY-FM for an on-air Fly-Away promotion, offering two lucky fans and all-expense-paid trip to the event.

"Rock the Universe is among the most highly visible platforms for Christian music today, and we are grateful to them for selecting Word artists to headline the festival’s first-ever additional day of concerts. We are also excited to offer our fans an exclusive once-in-a-lifetime artist experience through our VIP packages and appreciate all efforts on behalf of Chick-Fil-A and Way FM to help us publicize the promotion and event," says Word Entertainment vice president branding and merchandising Leigh Holt.