|The spirit of sharing: A case study
WHILE "MARKETING PARTNER" HAS
A few clients of First Marketing Company have taken the "group" approach in publishing their newsletters. Perhaps the most successful communal newsletter is Southern Hospitality, a shared effort by six Westin hotels in the southeastern states. Currently, the "Westins of the Southeast" include properties in Hilton Head, S.C.; Nashville, Tenn.; Charleston, S.C.; Savannah, Ga.; and two properties in Atlanta.
"One of our goals with the newsletter is promoting the Westin brand in the South," says Wendy Lothspeich, director of sales at The Westin Peachtree in Atlanta. "There were previously very few hotels in the region and this medium was a way to get the word out about multiple properties in the area."
The six-page newsletter features a one-two punch of property-specific pieces combined with Westin worldwide promotions. Each property governs about a page, exhibiting their own promotional package, hotel news or a combination of the two. The articles range from an invitation for "Breakfast on the Beach" at Hilton Head to an article about the city of Savannah.
"I definitely feel the audience gets more for their valuable time when reading about multiple hotel offerings," Lothspeich says. "Our joint effort offers a wealth of information in just a short time."