(from Billboard.biz, October 4, 2012) In 2011 a new partnership was formed between EMI (Electric and Musical Industries) and Fairmont Hotels and Resorts. The partnership was originally to benefit EMI, but Fairmont Hotels is starting to gain more and more from this partnership.
If you are a loyal Fairmont Hotels guest you could possibly be eligible for a private concert by an EMI artist. Some of the performers participating in these events are Corinne Bailey Rae, Emeli Sande, and Barenaked Ladies. The program is called the Sounds of Fairmont, and is a customer relationship management program put in effect last year between the partners. It includes intimate live concerts on Fairmont properties, promotional music downloads, co-branded media campaigns which are valued at $1 million, and artist access programs. “The idea is to increase customer loyalty and elevate the profile of the Fairmont,” says EMI Music Canada’s Director of Music and Brand Partnerships, Vered Koren.
Koren helped design a strategy for the reinvigorated program in the beginning, a program that included more experiential opportunities like meet and greets and performances on the properties. “We also utilized their properties for EMI promotional events, built bespoke product like custom CDs and playlists and utilized a number of verticals to become more strategic,” says Koren.
Canadian blues-rock singer Colin James played a private and sophisticated concert on the 19th floor of Toronto’s Royal York hotel. The soiree was accompanied with wine, hors d’oeuvres, and an individual photo-op. Fairmont’s most valuable clients and partners attended the event as well as a small number of radio contest winners. This is not the first time an event like this has taken place within the partnership. Within the past year Bermuda, United Arab Emirates, China, Scotland, and even New York have held similar specialty events at Fairmont locations.
This year Abbey Road Studios was incorporated into the Sounds of Fairmont program. They brought a different aspect to the table that was lacking before, such as designed studio lounges, special events at the studio, and access to the studio for tours and recording experiences. This partnership is creating new and innovative ways to create an experience for live music fans around the world.