To further promote Unapologetic, on November 14, 2012, Rihanna embarked on a seven-date promotional tour entitled 777 Tour. She performed seven concerts each in a different city in North America and Europe in seven days to promote the release of the album.The tour was promoted and supported by HTC Corporation; during the 777 tour, Rihanna was joined by elite group of fans and 150 journalists which represented 82 countries. They flew with the singer aboard a chartered Boeing 777 twinjet to every venue she visited during the course of the tour.

The 777 Tour started on November 14 in Mexico City and continued on November 15 in Toronto, November 16 in Stockholm, November 17 in Paris, November 18 in Berlin, November 19 in London and ended on November 20 in New York City.

DOCUMENTARY AND DVD:

The documentary was announced on March 19, 2013. On April 4, 2013, the first official trailer for the documentary was released. The preview shows Rihanna boarding on a plane and also later preparing for a show along with the tagline, “One woman takes on the world”.A second trailer was released on April 16, on Rihanna’s official website. It features the captain of the jet talking, the singer and her crew preparing for the shows, and intercuted scenes on the jet of the journalists and fans. Rihanna 777 aired on May 6 on Fox Network in the United States.

Apart of that, on April 23 Roc Nation announced that the film will be released in DVD format and will feature several performances of Rihanna’s songs including “Diamonds” and “Stay”. “Rihanna – 7Days 7Shows 7Countries” is her third live long-form video. The DVD format was released on May 7 in Australia, Canada, Germany, Italy, Japan, Spain, Sweden and the United States, on May 10 in the Netherlands and Poland and on June 3 in France.