Sep 17, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

McDonald’s is backing its sponsorship of the upcoming Latin Grammy Awards with a host of promotional activities, including a tour, street parties and a sweepstakes.

The company is bringing a traveling museum celebrating some of Latin music’s top stars to life through a tour. The Museo de la Música McDonald’s is making stops in seven markets this month to give visitors a peek at artifacts from Latin greats Celia Cruz, Selena, Tito Puente, El Gran Combo and Santana. It also includes a Gibson Guitar Pod Station, which offers a variety of musical demonstrations, and a scholarship station where attendees can obtain information about certain programs.

Beyond the tour, McDonald’s is hosting Latin Grammy Street Parties featuring live performances by established and up-and-coming Latin music artists. The events begin Sept. 30 in Chicago and will also take place in South Florida, Dallas, Los Angeles and New York through Oct. 28.

“Our sponsorship role this year continues our long history of supporting Latin music and providing quality live music events for our customers’ enjoyment,” Cristina Vilella, director of marketing for McDonald’s USA, said in a statement.

This is the eighth year of the Latin Grammy Awards. The event takes place Nov. 8 in Las Vegas.

The sponsorship includes a sweepstakes, which will send 10 grand-prize winners on a trip for two to attend the Grammys. The prize package includes airfare, hotel accommodations for a two-nights and a $500 gift card. People can enter at tms.promotions.com/mcdlatingrammy/front.do through Sept. 28.

Information about the sponsorship and Grammys is available at www.meencanta.com.

Online marketing supports the effort. Eventus is handling the Latin Grammy Street Parties. The Marketing Store is in charge of the sweepstakes.

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