Marriott and Universal Music Group Launch Global Partnership
St. Pancras Renaissance London Hotel (photo courtesy of Marriott International)
Courtesy of a partnership between Marriott International Inc. and Universal Music Group, Marriott guests will be able to view live performances at select properties around the world this summer.
The marketing partnership will feature performances from established and emerging recording artists across Marriott’s 19 brands. That includes a performance on June 30 at the St. Pancras Renaissance London Hotel by Ellie Goulding.
An online video series and social media content will also match the style of each brand and guest preferences.
On top of that, Marriott Rewards loyalty program members will have access to special ticket offers, exclusive music downloads, artist merchandise, and the opportunity to participate in more than a dozen sweepstakes to win VIP concert experiences with top artists.
For the first time, Marriott Rewards members will have the opportunity to attend UMG-sponsored events and after parties at major music industry events and festivals, such as The Grammy Awards, SXSW, The ACMs, Billboard Music Awards, CMA Fest, MTV Video Music Awards, and CMA Awards.
"Our new partnership with UMG reinvents the way we market to next generation travelers," said Karin Timpone, global marketing officer of Marriott International, via a release. "We are bringing together the global traveler and the universal language of music in order to create and deliver unique experiences. The partnership will also help amplify the benefits of the Marriott Rewards program for both new and loyal guests."
"We are thrilled to partner with Marriott International as they share our determination to build progressive, creative, long-term relationships with brand partners,” added Mike Tunnicliffe, executive vice president of business development and partnerships for UMG. “This relationship brings to life our vision to develop truly integrated partnerships beyond standard transactional opportunities for our artists and their fans around the world.”
Marriott brands such as The Ritz-Carlton, EDITION, JW Marriott, Renaissance and Marriott Hotels will collaborate with UMG music labels such as Capitol Music Group, Def Jam Recordings, Interscope Geffen A&M, Island Records, Republic Records and UMG Nashville.
The hashtag #WithTheBand is being used on social media platforms for the partnership.
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