Marriott signs music marketing deal

27th Jun 2015
Marriott signs music marketing deal

Marriott International and Universal Music Group (UMG) have created a global marketing partnership that will include exclusive performances by established and emerging recording artists, branded video series, social content, music downloads, ticket offers and more.

The partnership joins Marriott International’s 19 brands, including The Ritz-Carlton, EDITION, JW Marriott, Renaissance and Marriott Hotels, with illustrious UMG music labels such as Capitol Music Group, Def Jam Recordings, Interscope Geffen A&M, Island Records, Republic Records and UMG Nashville.

St. PancrasMarriott and UMG are setting out to engage a new generation of experience-seekers, travelers and music fans to deliver unique #WithTheBand experiences.  Starting this summer, the partnership will premiere live performances for hotel guests at select properties across Marriott International’s portfolio of brands around the globe. On June 30, 2015, the St. Pancras Renaissance London Hotel will feature a live performance by pop sensation and ‘The Voice Australia’ judge, Jessie J, kicking off a series of exclusive, on-property performances on five different continents.

“Our new partnership with UMG reinvents the way we market to next generation travelers,” said Karin Timpone, global marketing officer, Marriott International. “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 to 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. 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,” said Mike Tunnicliffe, executive vice president, business development and partnerships, UMG.


Each Marriott brand has its own distinct personality and through the UMG partnership, the full portfolio will be able to match talent with the unique styles and tastes of each brand’s guests. This will come to life in the form of social content and an online video series that draws from UMG’s extensive roster.

In addition to receiving special ticket offers, exclusive downloads, and artist merchandise, Marriott Rewards’ 50 million strong member community will be eligible to participate in more than a dozen sweepstakes to win VIP concert experiences to see their favorite artists.  For the first time, Marriott Rewards members will also have the opportunity to attend UMG-sponsored events and after parties at premiere 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.


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