The campaign has been brokered by Mediabrands' UM, and incorporates radio and online, as well as the outdoor activity.
Events start with a branded gig hosted by Global Radio's Xfm in London with Swedish artist Tommy Sparks, who will then head north to perform gigs in Birmingham, Manchester, Leeds and Newcastle, before finishing at the Rockness festival in Inverness.
Each of the gigs will be streamed across Galaxy FM's website and will be promoted with drivetime promos on Xfm and evening promos on Galaxy.
Each part of the journey will be supported by an online microsite containing short videos from the gigs, and the final cuts from each event will be available on the Galaxy website.
Evi Kaarlehto, assistant brand manager at Southern Comfort, said the parties and touring bus would enable target consumers to "interact with the brand in a relevant and appealing way".
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