Marriott partners with Universal for music experiences

Marriott International has teamed up with Universal Music Group (UMG) to launch a new marketing partnership, launching with an exclusive concert from Jessie J.

Jessie J will perform in London as part of the new venture (Jessie J)
Jessie J will perform in London as part of the new venture (Jessie J)

The performance will take place on 30 June at the St Pancras Renaissance hotel in London. The event will begin a series of exclusive #WithTheBand experiences for hotel guests across five continents that aim to engage a new generation of experiences-seekers, travellers and music fans.

Members of the Marriott Rewards community will be eligible to participate in sweepstakes to win VIP concert experiences and entrance to UMG-sponsored events such as after parties, award ceremonies and festivals.

The brands' marketing partnership will join Marriott's brands, such as The Ritz-Carlton, Edition and JW Mariott, with UMG's labels including Capitol Music Group and Def Jam Recordings.

Alongside live events, the campaign will also feature a branded video series, social content, music downloads and ticket offers.

Karin Timpone, global marketing officer at Marriott International, said: "Our new partnership with UMG reinvents the way we market to next generation travellers. We are bringing together the global traveller and the universal language of music in order to create and deliver unique experiences.

"The partnership will also help to amplify the benefits of the Marriott Rewards programme for both new and loyal guests."

Mike Tunnicliffe, executive vice president, business development and partnerships, UMG, added: "We are thrilled to partner with Marriott International as they share our determination to build progressive, creative, long-term relationships with brand partners. This relationship brings to life our vision to develop truly integrated partnerships beyond standard transactional opportunities for our artists and their fans around the world."

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