Malmaison in Moby competition tie-up

Boutique hotel chain Malmaison has signed up chill-out musician Moby – whose new album, Hotel, has just been released – for an e-mail and online promotion.

The hotel group’s database is being mailed with an offer of the chance to win a night at a hotel in London, Glasgow or Manchester, tickets to a Moby concert and a chance to meet the star backstage.

The campaign – created by advertising agency Halpern Cowan – features a microsite where visitors can listen to tracks from the new album. There is also a link to Moby’s own site, Mobyhotel.com, where Malmaison has taken over a “floor” of Moby’s virtual hotel.

Malmaison group marketing director Roz Colthart says: “We created live streams of the album both on our website and on the wireless portal pages, to encourage guests to listen to the album in their rooms. The fit with Moby for the Malmaison brand was spot on.”

Halpern Cowan is also working on an online shop for Malmaison, which should go live later this month. Visitors will be able to buy Moby’s new album from it. All Malmaison rooms have free broadband connections, CD players and library and cable television. Last month, the chain announced that it was also putting iPod docking stations and speakers in all its rooms, so guests could listen to their own choice of music.

Recommended

The supermarket that has the stamp of inequality

Marketing Week

When most people get mad, they try to get even. But when Tesco staff refused to scan a card for Michael Jerome, he decided it would be much more fun to get e-ven. When Michael popped in to his local Tesco store to buy a birthday card and a book of stamps, rather than queue […]

Europe votes against food ‘traffic lights’

Marketing Week

In a European-wide setback for the idea’s proponents, the European Parliament has voted against the “traffic light” food-labelling system, following concerns that the nutrient-profiling tool would create a highly simplistic scheme. A lack of scientific evidence, on which the nutrient profiling is supposedly based, appears to have triggered the move. The European Parliament’s Industry Committee, […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now