How the Four Seasons Took a Branding Gamble
This Week:
Lessons in Co-Branding from The White Lotus
ICYMI: Taylor Swift’s PR Machine
The One Thing
Before We Go…
1. The Risks & Rewards of Co-Branding with The White Lotus (AKA Murder Marketing)
Co-branding can be a powerful tool—when done right, it elevates both partners, creating a PR boost that neither could achieve alone.
Take, for example, the unexpected yet wildly successful partnership between HBO’s The White Lotus and the Four Seasons.
The partnership began during Covid, when the Four Seasons —one of the world’s most exclusive hotel operators — was low on bookings and the as-yet unheard of TV show was looking for a location to film. On the surface, it seemed like a no-brainer for the Four Seasons to boost their revenue by allowing the show to book space during a time when their customers were staying home.
What they may or may not have known is the risk that the megahit show could have posed to the brand. Afterall, co-branding done wrong can backfire spectacularly, alienating customers and damaging brand credibility and trust.
But that didn’t happen in this case, and the show is in its third season with stops at three Four Seasons resorts including properties in Maui, the Sicilian hilltop town of Taormina, and the island of Koh Samui in Thailand.
2. ICYMI: Taylor Swift’s Public Relations Lead Scores High, Why?
While we’re talking about iconic pop culture PR moments this week, let’s look to one of the greatest players in the game: Taylor Swift. Her PR consultant Tree Paine has for years now helped her navigate the ups and downs of her public relations moments, through which she has had unparalleled success. Who is she, and how does she do it?
3. The One Thing
Each week, we’ll share one task that takes about five minutes to complete and can make an impact on your communications strategy.
Your Task This Week: Take a few moments to think about brand partnerships that would align with your organization. Jot a few down, and file it away for future strategic planning.
4. Before We Go…
A couple of weeks ago, we brought you a story about how the University of Nebraska at Omaha’s new locker room tradition helped fuel team cohesion and fan support, leading to national media attention and a trip to their first March Madness tournament. The team played last Thursday, falling to St. John’s. We loved the university’s response: “tough loss, tougher family.”
It’s no secret that more and more brands are shifting their marketing dollars away from traditional channels and funneling more to user-generated content and influencer strategies. The Drum reports that Unilever will spend 50% of its budget on social strategy this year.
From The Current: Three takes on how artificial intelligence will overhaul advertising strategies.
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