Cocktail mixes up further partnerships

Cocktail Marketing has created a marketing partnership between Tootsies and Dexters restaurants and Cosmopolitan magazine and another between InterContinental Hotels and Lakeland.

Cocktail Marketing, the UK's leading partnership marketing agency, has created a marketing partnership between Tootsies, Dexters and Cosmopolitan Magazine.

The partnership runs from mid-November to mid-December with Cosmopolitan running a Free GBP5 voucher for all Tootsies and Dexters restaurants across the UK.

This will be promoted via a full-page promotion, Cosmopolitan website promotion and Cosmopolitan email promotion.

In return Tootsies and Dexters will give every Cosmopolitan reader a free GBP5 voucher to spend on anything they would like in the restaurant.

They will also promote this partnership with posters and leaflets in all restaurants promoting the December edition of Cosmopolitan Magazine.

Tracey Kitchener-Kemp, MD of Tootsies and Dexters, said: "We are very excited about the potential of this Cosmopolitan partnership to target affluent females effectively".

The promotion is one of seven reader discounts offered in the December issue of Cosmopolitan (on sale mid-November).

Cocktail has also engineered a partnership promotion with InterContinental Hotels Group (IHG) and Lakeland.

The partnership between the world's largest hotel group, and the home of creative kitchenware will run from November to December.

Holiday Inn will offer leisure customers GBP5 off when they spend GBP20 at Lakeland when they stay at Holiday Inn for a leisure break.

IHG will feature the Lakeland festive offer and logo on the Holiday Inn National Press Advertising from November to December.

The offer will then be featured on the Holiday Inn homepage.

The Holiday Inn hotels will promote this offer with a total of 116 posters, 15,000 tent cards and 150,000 vouchers.

A Lakeland voucher will be presented to guests on check-in.

The partnership promotion has been devised to raise brand awareness and drive sales for IHG's brands, whilst also gaining positive brand endorsement from Lakeland.

Adrian White, Partnerships Director for IHG, commented: "This is a very effective way for InterContinental Hotels Group's brands to drive sales and reward customers using a key lifestyle brand partner in Lakeland".

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