As a full-service PR agency, LDPR recognizes the enormous value of promotional partnerships with relevant brands. When strategically positioned in the overall marketing mix, these partnerships are excellent, efficient and cost-effective ways of securing additional and alternative exposure for our clients.

Our experienced in-house promotions department uses its extensive list of contacts to pair clients with complementary brands. It then takes care of all negotiations and content, organizing such initiatives as in-store events, catalog inserts, on-air sweepstakes, and online giveaways that support brand recognition, aid data-capture, and encourage consumer sales.

The return on investment from these cooperative initiatives is significant. Results can be accurately predicted in advance by comparing each partnership initiative with a similar one that has already been measured. Fees for the service are surprisingly low, especially when measured against comparable-impression advertising rates. In many cases, the promotion only requires an investment of a few nights' hotel accommodations when occupancy levels are low.

Canouan Island and Saks Fifth Avenue

SITUATION: Situation: Since Raffles Resort on Canouan Island prides itself on being “for the fortunate few,” our PR campaign has targeted high-net-worth and affluent-region magazines. To widen the net and add a second dimension of consumer outreach, LDPR began looking for a high-end brand partnership. Where does the Raffles Canouan guest shop? Saks Fifth Avenue, of course.

STRATEGY: Saks was the perfect partner. In addition to its exclusive image, it offered multiple means of consumer outreach including direct mail, direct email, online and in-store visibility. LDPR's Canouan team worked with Saks' marketing department to create a nationwide “Beauty Splash” promotion with Raffles Resort Canouan Island as the Grand Prize trip. We assisted on all copy, artwork and logos for all components of the promotion. Finally, we brought in a third partner, American Airlines, to provide airfare to the island. The only expense for the resort: room/board for two guests.

Results:

Getting in Shape with a St. Lucia adventure
February – June 2008

SITUATION: Generating buzz is the top priority when a new resort opens, and the need for press surrounding The Landings St. Lucia, A RockResort, was no exception. LDPR became the luxury resort's PR agency only six months before its December 2007 soft opening, leaving little time to develop a well-rounded PR program that would target the right audience: high-end, beach-seeking travelers attracted by St. Lucia’s soft adventure opportunities. In addition to targeting the travel publications, it was equally important to the client that LDPR approach national magazines that are fitness-oriented. Adding to the challenge, the resort was in a pre-opening phase during our main PR push, so sending media to visit was not an option.

STRATEGY: In order to gain exposure with the right market without writer visits and generate a targeted database, LDPR aggressively pursued a magazine promotion with Shape magazine, which had the perfect reader demographic, reaching over 1.7 million active women who maintain a fit and healthy lifestyle. The magazine agreed to feature the resort in its "Bikini Body Makeover" promotion and was willing to share the opt-in list with the resort in exchange for a four-night stay sweepstake prize.

RESULT: The Landings trip giveaway was included in the magazine for five months (February – June 2008). A write-up and two photos of the resort were posted on shape.com through June 2008. And, upon completion of the promotion, the contest’s opt-in list will be provided to The Landings to expand the resort’s direct-marketing database. The total value of this promotion was equivalent to $175,000.

Harnessing film buzz to revive a Scottish tourism treasure

SITUATION: The legend of the Loch Ness Monster, or "Nessie" as she is affectionately known, is not only one of Scotland’s greatest myths, but also one of her great tourism attractions. So when Sony Pictures released its film about the monster, “The Water Horse,” in December 2007, VisitScotland naturally wanted to make the most of the exposure.

STRATEGY: In addition to regular media outreach, LDPR wanted to achieve something "out of the box." First it worked with US-based tour operator Dooley Vacations to create a “Water Horse” themed travel package, then the agency looked for a promotional partner to help us get the word out. The travel-booking site Kayak.com was the ideal choice. LDPR created a “Do you Believe” Loch Ness Monster themed survey and trip sweepstakes promotion.

RESULT: The Web site, which receives more than 300,000 hits per week, developed a separate “Win a Trip to Scotland” page, timed with the release of the film. It showcased the Water Horse travel package on the site for five weeks. It also included links to VisitScotland, Dooley Vacations and “The Water Horse” film trailer. To create additional buzz, the promotion was also included in Kayak.com’s weekly newsletter reaching more than 1.8 million members. Lastly, the “Do You Believe” survey attracted more than 6,900 kayakers creating data for developing a future Loch Ness story. The total PR value: $500,000.