TomTom Partners TRACE Naija for Nationwide Campus Tour

Raheem Akingbolu

TOMTOM, Nigeria’s menthol brand, made by Cadbury Nigeria Plc (a subsidiary of Mondelez International), has announced a partnership with TRACE Naija on its campus tour initiative, popularly known as ‘Trace in the City’.

This collaboration is part of the brand’s wider commitment to discover, nurture and showcase underground music creatives, as it identifies with their passions and seeks to connect with them directly across the country.

This year’s campus tour is scheduled to run from October 10 to 31, 2023 and would hold in seven campuses across the country, including: University of Lagos, University of Ibadan,University of Port Harcourt, University of Calabar, University
of Uyo, University of Abuja and the University of Jos.

This partnership comes after the recent launch of Breathe Academy – a novel online learning platform for music enthusiasts interested in the music business. Already, more than 2,000 have signed up to TomTom’s Breathe Academy.

Through this partnership with TRACE Naija, a prominent name in the music and entertainment industries, renowned for consistently providing quality entertainment, the brand will connect directly with thousands of creatives across the country.

Speaking on the partnership, Category Lead (Gum and Candy), Cadbury West Africa, Morolake Emokpaire, said: “This partnership is both timely and critical, as we push to discover, nurture and showcase music talents. We are passionate about providing the platform, knowledge, connections and support for young music creatives to thrive. This is essentially what informed our decision to develop the Breathe Academy and establish this partnership with TRACE Naija. The campus tour (Trace in the City) is another major step in strengthening that commitment. We have made adequate plans to ensure engagement across the different campuses is top-notch.”

According to him, each of the universities selected for the tour represents a unique hub of culture, creativity and talent. “With meticulous design and curation, TomTom has shaped its brand to purposefully engage with and cultivate the next generation of music superstars within these dynamic communities,” Emokpaire added.