August 12, 2019

Marketing Monday Tip: Brand Partnerships

Recently, brands have been forming unlikely partnerships for marketing campaigns with brands outside of their industry. T-Mobile and Taco Bell debuted a T-MoBell concept pop-up in major cities across America which featured live DJs, daily giveaways, co-branded merchandise, tacos, and special menu items. The co-branded concept provided an experiential space for consumers and exposed each individual brand’s customer base to the other. The mutually beneficial partnership also promoted taco giveaways on Tuesdays to customers with a T-Mobile plan through the carrier’s deals app, which drove downloads of the app and increased transactions for Taco Bell.


Why should you care?

Hotels can utilize the idea of mutually beneficial partnerships by connecting with event spaces or retail brands. If your hotel is located near a concert venue or sports arena, a partnership could be formed to provide discounted event tickets with each room booked or discounts at the hotel with the purchase of event tickets.

A few years back, Virgin Hotels and apparel retailer Gap announced a partnership. Guests at Virgin Hotels could order items from and have them delivered within three hours, right to their hotel room. Smaller hotels can take advantage of a similar strategy by offering delivery from the destination’s best restaurants or by offering an exclusive brand product presence, such as Berns Hotel and Anna-Karin Karlsson sunglasses. The glasses were on display in the hotel and available through the hotel’s online shop. This helped Karlsson’s company see a measurable increase in brand awareness and sales in and outside the hotel.


Incorporating co-branded messaging into marketing will help to reach more people who may want to engage with your partner brand, thus discovering your hotel brand. Partnerships between hotels and brands also allow guests to receive an exclusive and local experience which will then in turn increase satisfaction, loyalty and overall perception of the hotel brand.

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Editorial Contact:

Margaret Mastrogiacomo
EVP, Strategy
Phone: (212) 782-3764