Hooters will partner with country superstar Kenny Chesney during his highly anticipated Corona Presents Kenny Chesney’s Goin’ Coastal Tour 2011, which kicks off March 17 in West Palm Beach, Florida.

The restaurant chain will have a presence at the concerts with Hooters Girls adding excitement and taking photos with fans as well as throwing out swag from the stage.

Happy hours are involved, too. Hooters will be the “Official Happy Hour” of the tour, and the chain is launching a national Happy Hour promotion inclusive of local specials and in-store marketing collateral featuring Kenny Chesney.

Restaurant-goers will also be able to win Chesney autographed memorabilia, swag, and concert tickets at selected Hooters locations. It’s also running a text-to-win contest giving customers a chance to win a Hooters VIP Fan Flyaway to his final Gillette Stadium Show in Foxboro, Massachusetts, on August 28. Beginning in April, stores will be giving away a limited edition Hooters Kenny Chesney CD.

“Kenny’s casual style, kick-back in the sand attitude, and laid back lyrics are a perfect fit for our demographic,” says Mike McNeil, vice president of marketing for Hooters of America. “We have embraced this tour because at Hooters we’ve been ‘going coastal’ for 28 years.”

Using social media, local radio, and Kenny’s own No Shoes Radio online radio station, Hooters will target country music fans to promote the 50 Hooters Happy Hour events this summer.

The first event will kick off in West Palm on March 16, the day before the tour launches, at the Hooters location there. Other events are planned in stadium markets such as Tampa, Florida; Dallas, Texas; Washington D.C.; Green Bay, Wisconsin; Pittsburgh; New Jersey; Detroit; and Foxboro, Massachusetts.

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