Two Cool Brands, One Cool Experience

#737 in the Project was submitted via e-mail by Rick Liebling of Coyne PR

Rick supplied this gem from one of Coyne’s clients:

CHECK IN, ROCK OUT

From Hard Rock’s site:

“Gratification. That’s what the luxury brand experience should embody. And what’s more gratifying than getting a unique amenity like a world class Gibson guitar delivered to your room at no charge? The first power chord you nail after that six hour meeting, that’s what. So forget in-room movies. Just Check In and Rock Out. Only at Hard Rock Hotels.

Guests may choose from Gibson’s SG Standard and Les Paul Studio, as we’ve got plenty (see the guitar descriptions below). Plus, with the Pocket Pod Amps and high-def ‘Beats by Dr. Dre’ headphones we’ll also provide, you can rock out at hard as you want with zero noise complaints. As there’s no charge or time limit to the program, we encourage you to sample the guitars and keep them for as long as you’re staying in the Hotel.”

The program began at the Hard Rock in Chicago back in 2009.  San Diego was the next hotel to activate. In an interview with AOL Travel News, Blake Smith, the Global Music and Marketing Manager explained that the idea “came about when artists staying with Hard Rock let us know that guitars in rooms would be a great add in case they became inspired in the middle of the night.”

Don’t worry if you lack skills. The hotel loops lessons from Guitar World Magazine on the in-room channels.

Marketing Lagniappe Takeaway: Find that signature element that represents your brand.  A Gibson guitar speaks volumes about the heritage of the Hard Rock.  Even though I can’t play a lick, I look forward to the day I can order up my Les Paul Studio for an overnight jam session.

Today’s Lagniappe (a little something extra for good measure) – Here is a video of the photo shoot for the program in Chicago:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish,  is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth?  Are you Giving Little Unexpected Extras?

What’s Your GLUE?

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