W Hotels and Chrysler Partner...
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12-27-2004, 05:19 PM
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W Hotels and Chrysler Partner...
W Hotels and Chrysler Partner
W guests get free rides in Chrysler 300s and Crossfires, and the two companies point loyal customers at the other's brand
DECEMBER 22, 2004 - -- W Hotels Worldwide and Chrysler are wrapping up a successful, two-month promotional partnership that showed off two of the car maker's hottest models while offering W guests in four American cities some chauffeured pampering.
Guests at the W New York, the W Los Angeles, the W San Diego and two Chicago properties, the W Lakeside and W City Center, were offered a VIP shuttle service in a Chrysler 300 to shopping, entertainment or business destinations. Meanwhile, guests of the W Los Angeles and W San Francisco hotels were able to reserve one of three Chrysler Crossfire convertibles for 24-hour test drives.
The shuttle cars were used for airport runs, business meetings and power lunches during the week and shopping and reaching entertainment venues over the weekend, while the test drive Crossfires tended to be used for day trips. Those hotels offered guests suggested itineraries, such as lunch excursions from the W San Francisco to the Napa Valley.
The program, which wraps up on New Year's Day, was a successful expansion of a similar but smaller program W did last year with the Volkswagen Phaeton, says Krissy Morrison, brand marketing director of New York-based W Hotels Worldwide.
W promoted it on its Web site and at concierge desks, and included information about the program on confirmation e-mails, while Chrysler sent direct mail to potential 300 and Crossfire buyers.
The program has two benefits for W, Morrison says. First of all, no competing hotels in the four cities offering the livery service offer that to their guests, she says. Second, and most important, "Chrysler buyers were exposed to our hotels," she says, adding that target audiences are very similar. And, Chrysler got the same benefit from W guests.
With two successful cross-promotions under its belt, W will likely continue to partner with "target-right" automobile lines on a seasonal basis, Morrison says.
-Matt-
W guests get free rides in Chrysler 300s and Crossfires, and the two companies point loyal customers at the other's brand
DECEMBER 22, 2004 - -- W Hotels Worldwide and Chrysler are wrapping up a successful, two-month promotional partnership that showed off two of the car maker's hottest models while offering W guests in four American cities some chauffeured pampering.
Guests at the W New York, the W Los Angeles, the W San Diego and two Chicago properties, the W Lakeside and W City Center, were offered a VIP shuttle service in a Chrysler 300 to shopping, entertainment or business destinations. Meanwhile, guests of the W Los Angeles and W San Francisco hotels were able to reserve one of three Chrysler Crossfire convertibles for 24-hour test drives.
The shuttle cars were used for airport runs, business meetings and power lunches during the week and shopping and reaching entertainment venues over the weekend, while the test drive Crossfires tended to be used for day trips. Those hotels offered guests suggested itineraries, such as lunch excursions from the W San Francisco to the Napa Valley.
The program, which wraps up on New Year's Day, was a successful expansion of a similar but smaller program W did last year with the Volkswagen Phaeton, says Krissy Morrison, brand marketing director of New York-based W Hotels Worldwide.
W promoted it on its Web site and at concierge desks, and included information about the program on confirmation e-mails, while Chrysler sent direct mail to potential 300 and Crossfire buyers.
The program has two benefits for W, Morrison says. First of all, no competing hotels in the four cities offering the livery service offer that to their guests, she says. Second, and most important, "Chrysler buyers were exposed to our hotels," she says, adding that target audiences are very similar. And, Chrysler got the same benefit from W guests.
With two successful cross-promotions under its belt, W will likely continue to partner with "target-right" automobile lines on a seasonal basis, Morrison says.
-Matt-
