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MARKETING: CREATIVE COLLABORATIONS
CREATIVE COLLABORATIONS
AUTHENTICITY IS KEY WHEN IT COMES TO CRAFTING SUCCESSFUL BRAND COLLABORATIONS, ACCORDING TO TOP HOTEL MARKETERS.
STEPHEN HOWARD
Group Director of Marketing, Ovolo Hotels
IN THE FAST-PACED world of marketing, brand collaborations have become a powerful tool to connect with consumers in new and exciting ways.
At Ovolo Hotels, we believe that successful brand partnerships are built on shared values, creativity, and a genuine desire to create something unique and memorable for our guests.
One key factor in a successful brand collaboration is finding the right partner who aligns with our brand ethos and resonates with our target audience. This could be a like-minded company, a popular influencer, or even a local artisan whose work complements our own. By choosing partners that share our values and vision, we are able to create authentic and impactful collaborations that truly resonate with our guests.
Some recent key collaborations at Ovolo include partnerships with local artists to create bespoke artwork for our hotel rooms, collaborations with wellness brands to offer unique guest experiences, and teaming up with fashion labels for exclusive guest perks. Each of these collaborations worked because they brought something new and exciting to our guests, while also staying true to the Ovolo brand.
When it comes to successful brand alignment, it’s important to communicate openly and honestly with your partners, listen to their ideas and input, and be willing to take risks and think outside the box whilst understanding both the brand and commercial objectives of an initiative. By fostering strong relationships with our collaborators and staying true to our brand values, we have been able to create memorable experiences for our guests and differentiate ourselves in a competitive market.
In the world of marketing, brand collaborations are important in driving engagement and create unique experiences for consumers. By choosing the right partners, staying true to our brand values, and fostering strong relationships, we can continue to create successful collaborations that resonate with our guests and set us apart from the competition.
VICTORIA PETERSON
Director of Marketing Communications, The Langham, Gold Coast
IN THE EVER-EVOLVING hospitality landscape, brand collaborations have emerged as a powerful tool for enhancing brand equity and fostering innovation. Successful collaborations hinge on meticulous alignment, shared values, and a commitment to authenticity.
At The Langham, Gold Coast collaborations exemplify these principles. Partnerships with luxury lifestyle brands like Bulgari, Harper’s Bazaar and Veuve Clicquot have resonated with our clientele, as they embody the sophistication and refined elegance synonymous with our brand. By aligning with partners whose ethos mirror ours, we’ve ensured seamless integration and heightened brand positioning.
The Bulgari afternoon tea resonated with our affluent and aspirational clientele whilst talking to one of our brand pillars – the famous Langham afternoon tea. The Veuve Clicquot poolside pop-up was the perfect embodiment of resort-life in the peak of summer for our leisure guests. And finally, the Harper’s Bazaar Australia x The Langham, Gold Coast $100,000 wedding giveaway is a grand nod to launching luxury weddings at the hotel as a PR activation but with a clear focus on converting leads.
Key to a successful brand alignment is a thorough understanding of each partner’s audience and objectives. This diligence enables tailored experiences that resonate deeply with consumers, driving engagement, loyalty, and revenue.
The significance of nurturing authentic relationships with partners, built on mutual trust and respect cannot be underestimated. By prioritising open communication and shared vision the marketing team has cultivated enduring partnerships that yield exceptional results.
In navigating collaborations, it’s important to stay true to the brand essence while embracing innovation and creativity. By maintaining an unwavering commitment to quality and excellence, The Langham, Gold Coast continues to forge dynamic partnerships that captivate and elevate the guest experience.
Ultimately, successful brand collaborations with meticulous planning, genuine enthusiasm, and a commitment to authenticity can unlock new avenues for growth and differentiation, enhancing positioning and appeal of both brands.
