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.