Readers of the Globe and Mail can expect to see some glossy coverage of Intrawest resorts in the near future.
Look for in-paper promotions and features touting the resorts plus regular golf and ski tips, courtesy of Intrawest. This new synergy comes as a result of a three-year cross-marketing agreement between the Globe and Mail and the corporation which started Dec. 1.
This new partnership allows the two companies to promote their brands and products to each other’s customer base. As part of the agreement, the Globe and Mail will become the "exclusive national newspaper" of Intrawest’s Canadian resorts.
"As Canada’s leading resort operator and developer, Intrawest attracts many guests who are a perfect match with our target reader," said Ali Rahnema, vice president of corporate strategy and marketing for the Globe and Mail .
"At Intrawest resorts we have a unique opportunity to make the Globe and Mail available in non-traditional venues," he added. "This relationship will also allow us to create a number of in-paper promotions and features that will be of great interest to our readers."
Intrawest’s senior vice president of resort operations, Ed Pitoniak, said the Globe and Mail partnership was a logical move for the corporation. "With the critical mass we have established, we’re now able to leverage our network of resorts and take advantage of strategic partnership opportunities," noted Pitoniak.
"Given our shared target markets, establishing a cross-branding with the Globe and Mail was a natural for us. This partnership also gives us an opportunity to add value to the experience we deliver our guests."
As part of the business deal, the Globe and Mail will become an associate partner of the Telus Guest Communications Centre at Whistler-Blackcomb, which already features a variety of services from electronic news and information feeds to free e-mail access.
At Canadian resorts, Intrawest will provide guests with daily papers in the company’s managed lodging facilities along with various other resort locations.
The Globe and Mail will also explore other opportunities to build product awareness both in the resorts and on the mountains.
Other elements of the deal include the development of a series of joint promotions as well as the creation of a regular slot for ski and golf tips provided by Intrawest.
The corporation will also enjoy direct access to the Globe and Mail’s readers through advertising opportunities.
The Globe and Mail , part of the Thomson Corporation, includes the national newspaper, the globeandmail.com Web Centre, magazines such as The Report on Business Magazine, Globe Television and ROBTv — Canada’s only all-business news network.
