theatreMAMA's Co-Marketing Activation With Alegria By Cirque du Soleil + Champagne Nicolas Feuillatte At The Diplomat Beach Resort In Hollywood, Florida
Guests at the Diplomat Beach Resort are in for a dazzling discovery and an effervescent treat Saturdays throughout this month! Imagine returning to your hotel after a day at the beach and being greeted by a heavenly champagne goddess come to life? Well, this dream becomes a reality at the Diplomat Beach Resort in Hollywood, Florida. theatreMAMA is creating a new program to showcase the national partnership between Champagne Nicolas Feuillatte and Alegria by Cirque du Soleil to treat hotel-goers to an enchanted taste of Cirque and Champagne!
Stationed in the hotel lobby, our ethereal Champagne Nicolas Feuillatte model is surrounded by an impressive dress displaying multiple branded champagne flutes and chilled buckets to show off the crisp, vibrant spirit. Guests are treated to a complimentary taste of Champagne Nicolas Feuillatte while learning about this fabulous champagne and the magic of Cirque du Soleil’s Alegria (playing in Miami until February 17th, 2020 Under the Big Top next to Hard Rock Stadium). Alegria is a show that instills hope and renewal bringing light to a world in perfect harmony which is what inspired us to strike the perfect balance of spectacle, taste, and fun!
This is a prime example of Partnership Marketing using Experiential tools to captivate the human senses while bringing multiple brands to life. Partnership Marketing is an amazing resource that benefits all companies involved through pooling resources to achieve the goals of each brand! We love the chance to create and collaborate! So what do we focus on when Co-Marketing meets Experiential Marketing?
3 Points Of Focus for Partnership Marketing + Experiential
Create an experience that showcases the partnered brands in a cohesive, effective way.
This is the most important point of focus and the most fun! This is where you get to tap into your creativity to beautifully represent all brands involved. For this program, we recreated the spectacle of Cirque du Soleil via our otherworldly model inside an epic Champagne dress, that showcased branded flutes and Champagne from Champagne Nicolas Feuillatte, in one of their most important local accounts, The Diplomat Beach Resort.
Engage the public through meaningful connections and sensory experiences.
Experiential marketing is effective because it creates real human connections while also promoting brand awareness through experiences. In this case, the experience is seeing an impressive Champagne dress being worn by our gorgeous model who interacts with guests while providing intriguing information about the CNF brand and Alegria by Cirque du Soleil. With visual senses already engaged, the guests are then offered a free sample of Champagne Nicolas Feuillatte, getting their taste-buds involved in the experience too. Finally, we couple these touch points with an opportunity for guests of The Diplomat to win tickets to see Alegria live in south Florida, or to upgrade their tickets to include access to the Champagne Nicolas Feuillatte VIP Lounge inside the big top.
Collaborate with brands being represented as well as location of the activation.
For Partnership Marketing to be successful, it's important to communicate and collaborate with all involved. Once all brands are on board with the event details, contact the event site to walk through the schedule, figure out the best location for your team, and work through logistical issues. Common logistical issues include getting a green room for your team, proper storage for the products (for this event that means making sure the Champagne is chilled and easily stored!), and knowing who your point of contacts are on site (hotel manager, bar manager, event coordinator, etc.). Continued communication throughout the event is imperative, so make sure to keep your team/clients in the loop by having your event manager send updates (photos, videos, quick summaries, etc.) throughout the activation. Communicating well will ensure that all parties involved are pleased and on the same page!
Want to experience our Champagne Nicolas Feuillatte goddess at the Diplomat Beach Resort?
Here’s our full appearance schedule:
Saturday, January 11th from 5:30pm - 7:30pm
Saturday, January 18th form 5:30pm - 7:30pm
Saturday, January 25th from 5:30pm - 7:30pm
Saturday, February 1st from 5:30pm - 7:30pm
In the Miami area? Treat yourself to a night out at Alegria by Cirque du Soleil! Alegria is playing Under the Big Top outside Hard Rock Stadium until February 17th.
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