Cross-Promotion: Is It Back in Style?

Jeff Thodal

Marketing has become more fragmented than ever before, and in this pinnacle point where brands are constantly seeking their audience’s attention, is the cross-promotion back in style?Cross-promotion is back in style in order to give audiences full-experience marketing.
Look at American Airlines. They have placed the Samsung Galaxy tablet in the first- and business-class sections of some of their flights, providing an alternative to the traditional in-flight entertainment.

BMW recently partnered with the JW Marriott San Antonio Hill Country, allowing guests a chance drive one of their cars, at no cost.

And Westin is piloting a program in select hotels with New Balance, offering guests complimentary footwear, apparel and more.

Cross-promotion is hardly new. And these are just a few examples of what appears to be a growing trend: A revival in cross-promotions.

However, one thing seemingly different this go around is that the brands are more aware of who they are partnering with and why. It’s not just an equal brand relationship, but one built on creating an experience.

Each brand is gaining access to its target audience and putting its product in front of them, making it a part of the overall customer experience. An experience the customer will most likely remember and hopefully value enough to lead to purchase.

Being part of the everyday conversation is a marketer’s dream. Making the emotional and experiential connection to help drive sales is the ultimate goal. And at least for now, cross-promotion is the catalyst for both.


Magnani is an experience design and strategy firm that crafts transformational digital experiences to delight users and deliver sustainable competitive market advantages for our clients.


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