When I first read this title “Gaylord Hotels Partners w/ DreamWorks” … I said – why?”
Those two brands … partnering? Really?
I don’t think “Shrek” when I think of Gaylord … You know? Do you?
Although, reading the article changed my mine. The fact that Gaylord would take such a risk on their impression … is bold. I like that and so would Skrek.
I have to be honest –I live in Orlando, aka … theme park kingdom – And in this market I can see why this partnership could do extremely well.
But, more importantly what I love about this … is the “partnership” … Aren’t we all trying to get back on our feet … I’m sure there’s someone that is looking to create “new” revenue generating programs in your world … I feel partnerships are a big part of the puzzle … we’re all trying to put together.
Make a list …
What brands are a natural fit with your brand, where both would benefit from? Add your criteria, time line with an action plan and go.
Then come back and tell me!
Below is the article from Media Post:
|Gaylord Hotels Partners With DreamWorks|
|by Tanya Irwin|
Gaylord Entertainment and DreamWorks Animation are partnering to expand Gaylord Hotels’ family-friendly leisure offerings to feature the DreamWorks Experience.
As part of the four-year deal, Gaylord plans to offer unique leisure experiences for its guests featuring DreamWorks Animation’s characters at the four Gaylord properties, Gaylord Entertainment CMO Rich Maradik tells Marketing Daily.
The live interactive experiences, starting in November, will include character breakfasts, newly themed Christmastime events, poolside activities in the summer, imaginative food-and-beverage offerings, private birthday parties, festive parades, merchandise and various themed entertainment.
Gaylord Hotels (which is owned by Nashville-based Gaylord Entertainment) plans to feature live appearances by characters from current DreamWorks Animation franchises, including “Shrek,” “Kung Fu Panda,” and “Madagascar,” as well as other future films and characters from the studio. Vacation packages featuring the “DreamWorks Experience at Gaylord Hotels” go on sale in July 2011.
This program is part of Gaylord’s focus on increasing the leisure side of its business and driving revenue through entertainment attractions throughout the year, Maradik says. The offering will help increase traffic during periods when group/convention business is traditionally slower.
Gaylord will use CRM data to market directly to past guests using email, direct mail and social media, Maradik says. Marketing to potential new guests will be “very targeted with direct and some general media buying” including print, billboard, radio, online, and local TV, he adds.
Gaylord Hotels include Gaylord Opryland inNashville,Tenn.; Gaylord Palms inKissimmee,Fla.near Orlando; and Gaylord Texan onLakeGrapevinenearDallas,Texas, and Gaylord National on the Potomac inNational Harbor,Md.
The partnership came about after a meeting in fourth-quarter 2010, Maranik says. DreamWorks already has a similar alliance with the Royal Caribbean Cruise line, and Gaylord was interested in doing it “in an even bigger, better way on land,” Maradik says.
Even though the resort group is very group/convention focused, it’s not possible to do more than 55-60% of annual bookings to groups. “That leaves us with 40-45% of our occupancy to fill,” Maradik says, which is through family and leisure guests.