Strategic Alliances
MKT/444
Las Vegas hotels and casinos have for years had strategic alliances with numerous companies. The biggest of the alliances is one that is with airlines. Packages are made available to consumers to include not only the price of the flight but the cost of the hotel. Some have even included additional perks such as food and beverage credit once the consumer is at the hotel.
United Airlines and the Cosmopolitan hotel casino have an ongoing strategic relationship. Cosmopolitan hotel wanted to find a way to get themselves noticed by individuals coming to Las Vegas, not just people that were wanting to stay at there hotel but wanted to reach people that would be staying at other hotels. The goal is to get these other individuals into their hotel to come in and gamble or spend money at their bars and restaurants. “Travelers on Las Vegas-bound United Airlines flights (SFO, LAX, IAH, ORD, CLE, IAD, and EWR) received a complimentary black gift box. The custom-designed box contained a set of six Cosmopolitan-branded “playing cards” decorated with urban poster art based on the resort’s restaurants, shops, events and attractions. The cards featured Las Vegas factoids or special offers for Cosmopolitan.” (all terrain) Some of the offers that are on the cards are things such as 2 for 1 dining, a 3 night stay for the price of 2 nights, complimentary drinks at some of their restaurants, and then descriptions and pictures were on the cards to entice consumers into the property.
After a period of time Cosmopolitan airlines saw an increase in their player loyalty program and since the consumers needed to present their player card they had received while in-flight with United it is easy for the Cosmopolitan to track and see how this marketing strategy is working. This program was originally only to be for two years but due to the response and results the Cosmopolitan has seen it has extended the program to continue to reach...