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Article: Leveraging partnerships to expand in new categories: cooking light's deal with hotel chain helps market the brand to travelers.(IDEA EXCHANGE)(Time Inc.)(Kimpton Hotel & Restaurant Group L.L.C.)(Brief article)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- August 1, 2008
CopyrightCOPYRIGHT 2008 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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AS IT WORKS TO EXPAND its travel category, Time Inc.'s Cooking Light has teamed up with Kimpton Hotels and Restaurants as a way to market its brand to "healthy living enthusiasts 'on the road,'" according to marketing director Hallett Ruzic.
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The deal offers Cooking Light readers a discount code for stays at Kimpton properties. Kimpton guests receive wellness packages from Cooking Light featuring "healthy travel tools" from the magazine's sponsors. "Our sponsors are excited about this new, upscale, affluent market Cooking Light will reach," Ruzic says. The partnership also includes a live Cooking Light Supper Club series of events, ...
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