Fairmont Hotels & Resorts has partnered with Universal Music Group to offer guests exclusive access to music events and programmes.
Fairmont’s President, Jennifer Fox said: “It’s our goal to connect guests with the very best of the destination and deliver authentic experiences that are meaningful to them.
“Music is highly emotive and something that many Fairmont guests are passionate about.”
The partnership will have many facets. These include music events featuring up and coming Universal artists, an exclusive CD of songs from some of their top performers and a record a song experience at Abbey Road Studios.
Fairmont’s executive director Alexandra Blum said: “Partnerships have proven to be a very effective way for Fairmont to go-to-market and are a key component of our overall marketing strategy.
“Establishing compelling and innovative partner programmes that meet our business objectives has enabled us to increase our brand recognition and value in the eyes of guests and prospective customers.
“Additionally, our partnership activity drives incremental room night production and provides partners like Universal Music with opportunities to showcase and further the reach of their brand through non-traditional marketing channels.”