Homewood Suites by Hilton, for instance, has a float in the Macy’s Thanksgiving Day Parade. TownePlace Suites by Marriott branded its closet with the Container Store. And the Affinia 50 in New York is promoting juice-cleansing company Love Grace. Discussions with marketing managers and a brand analyst revealed several points of consensus about partnerships: - Brands should be chosen carefully so they share similar demographics and values; - mutual benefits are a must—whether they be money, exposure or awareness; and - potential benefits can be enormous, but there are pitfalls to be avoided. “At the end of the day we want to get our message out,” said Christian Kuhn, VP of marketing for Homewood Suites. “A partner with a big audience is a great way to reach as many people as possible. Something like 45 million people watch the (Macy’s Thanksgiving Day Parade) and compared to advertising on, say, Super Bowl, it’s a fraction of the cost with a phenomenal number of impressions. Get the full story at Hotel News Now