Social Media Innovator PJ Loughran and his Company, The Distillery, Join Superfly Marketing Group; Solidifies Superfly's Focus On Millennials & Gen X

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The marketing division of Superfly Presents, producers of Bonnaroo, Outside Lands and other festivals, expands with acquisition of Chicago-based creative social media firm The Distillery

“Pairing Superfly’s expertise as cultural creators with PJ and his team of innovators provides an unmatched resource for brands and agencies alike.”

Superfly Marketing Group (SMG), the entertainment marketing division of Superfly Presents, best known as the creators of the Bonnaroo and Outside Lands festivals, today announced that PJ Loughran and his company, The Distillery, will join SMG, deepening the company’s social and creative technology expertise, and adding a Midwestern presence. SMG will acquire the agency with Loughran stepping into the roles of Executive Vice President of the Chicago office and Executive Creative Director of the company.

The addition of Loughran and The Distillery team extends Superfly’s already deep immersion in youth-minded culture and the entertainment space. This move continues Superfly’s evolution from a strategic entertainment marketing and events company into a media company, now providing core competences across experiential, digital, social and content, and most importantly, the strategic integration of all disciplines through its unique cultural filter. Superfly Marketing Group current agency client roster includes Adult Swim, JetBlue, and Life is good, to name a few.

PJ Loughran has been building businesses and crafting innovative solutions for the world's most influential brands and media channels for almost 20 years. The former Design Director and Creative Director of internet marketing pioneer, PJ has created award-winning interactive campaigns for brands including Coca-Cola, American Express, LEGO, British Airways and Nike. In 2004, PJ founded Kerosene Creative Services, a creative marketing firm specializing in interactive solutions for the promotion of Hollywood films, which he sold successfully in 2009. In 2012, Loughran founded The Distillery, a digital creative and social media agency specializing in creative strategy, IP development and strategic social management for entertainment properties and consumer brands.

In addition, Loughran is well known as an illustrator and musician. He has created thousands of illustrations for the likes of Esquire, Sports Illustrated, ESPN, Burton Snowboards, The New York Times, and Time Magazine. And, since 2001, he has completed two full-length albums and performed for audiences across the country, including opening spots for Maroon 5, R.E.M., Johnny Lang, Taj Mahal, Todd Rundgren, REO Speedwagon, and The North Mississippi All-Stars, among many others. His third album, “Spinning On,” is due out this spring.

“We’re thrilled to integrate PJ and The Distillery team into Superfly Marketing Group and provide brands and agencies with creative and strategic interactive solutions across digital, social and experiential touchpoints that harness an emotional connection between a brand and its audience,” said Rich Goodstone, Co-Founder of Superfly and Head of Superfly Marketing Group. “Pairing Superfly’s expertise as cultural creators with PJ and his team of innovators provides an unmatched resource for brands and agencies alike.”

“As a pioneer in large-scale events, partnerships, and experiences, Superfly knows how to truly engage audiences and make a profound impact in the millennial market better than anyone,” said Loughran. “I’m honored to join forces and help Superfly build a more robust, best-in-class organization.”

Among SMG’s and The Distillery’s most successful campaigns:

  •     Over 80 digital campaigns and social strategies for Hollywood films including most recently DJANGO UNCHAINED
  •     Extensive work with LEGO, MATTEL and TOMY Toys including interactive marketing activation, IP development and social media strategy
  •     The Live From T5 platform for Jetblue. Providing a new and authentic marketing platform for the music industry, while delighting travelers with concerts and content from the terminal. Performances have included Taylor Swift, Robyn, The Wanted, Rafael Saddiq, Chris Doughtry and Sarah Mclachlan
  •     The Life is good Festival in partnership with Life is good. A pioneering festival that was created for young adults and families with music, art and games. The event is a fundraiser for the Life is good Playmakers, raising $3 million dollars in its first three years while featuring acts such as Dave Matthews, Ben Harper, Jason Mraz, and Fresh Beat Band.

About Superfly Marketing Group
Based in New York City, Superfly Marketing Group (SMG) is the marketing division of Superfly Presents, a multi-dimensional entertainment agency and co-creator of the iconic Bonnaroo Music & Arts Festival, as well as other groundbreaking experiential events. Building upon Superfly's success as a touchstone for the millennial audience and leveraging the company's expertise with best in class production, SMG launched in 2009 as a strategic partner to brand marketers also attempting to reach this desirable target and drive lifestyle trends. Through its unique market insights, organic consumer approach, and robust industry relationships, SMG has been successful in developing creative programming and strategic marketing programs for a who's who of corporate titans both at Superfly-produced festivals and as standalone marketing programs. For more information, visit

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Ruth Sarfaty
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