Rihanna took promotion to another level when she announced the 777 Tour at the end of October 2012. The tour promoted her then upcoming seventh studio album Unapologetic released on November 19th.
The 777 tour proceeded as follows: Wednesday, November 14th in Mexico City; November 15th in Toronto; November 16th in Stockholm; November 17th in Paris; November 18th in Berlin; worldwide release date, Monday, November 19th in London; and Tuesday, November 20th in New York City. Rihanna announced the venues directly to her fans when they arrived in their city.
“I am so excited about the 777 Tour,” said Rihanna. “We are turning this jumbo jet into our tour bus. We’re practically living on this thing for a week: sleeping, partying, all together. Me, my fans, the press…it’s going to be a wild ride. I wanted it to be a rock n’ roll adventure, and I think when it’s over it will be the coolest thing I’ve ever done. I’m that excited about it.”
Sponsored by HTC Corporation and co-sponsored in the UK by River Island and in Paris by Microsoft, the 777″tour took a group of die-hard fans and a traveling international press corps of over 150 journalists representing 82 countries, aboard a chartered Boeing 777 twinjet to 7 concerts in 7 days in 7 countries. The 777 tour hosted an intimate gig in each of 7 cities in 7 different countries.
Rihanna 777 Documentary… 7Countries7Days7Shows was released in May 2013 and featured behind-the-scenes material as well as performances.
777 TOUR ROUTE & PHOTOS
November 14th - ON THE PLANE; November 14th - MEXICO CITY; November 14th - MEXICO CITY - BACKSTAGE; November 15th - TORONTO; November 15th - TORONTO - BACKSTAGE; November 16th - STOCKHOLM; November 16th - STOCKHOLM - BACKSTAGE; November 16th - STOCKHOLM - AFTER-PARTY; November 17th - PARIS; November 17th - PARIS - BACKSTAGE; November 18th - BERLIN; November 18th - BERLIN - BACKSTAGE; November 19th - LONDON; November 19th - LONDON - BACKSTAGE; November 20th - NEW YORK CITY; November 20th - NEW YORK CITY - BACKSTAGE.