Dominican Resort Benefits from MZInc.’s Cross-Promotional Savvy

Dominican Resort, Talanquera Beach and Country Club, benefited from MZInc.’s long habit of using cross promotion to maximize their clients’ budget. The resort was inspired to have a promotional video made when MZInc. filmed a videologue on location at the beautiful resort for a fashion client. Since the crew and equipment were already in place, MZInc. was able to publicize the resort in the credits of the fashion clients catalogue and videologue, as well as produce a separate video for them at reduced expense. Because the fashion client and Talanquera shared similar target markets, it was an opportunity for both parties to receive more exposure than either of them could have individually, for less expense than would otherwise be the case.

Talanquera’s promotional video dramatized actors soaking in the 1200 plus acres of lush scenery. With multiple pools, rifle and archery ranges, horse stables, secluded pond and picnic areas, restaurant, ballroom, and of course private beach with water sports and equipment, the Talanquera provides a grand getaway for families and lovers alike. Live action enactments of the actors enjoying the amenities with the perfect dramatic lighting and music proved to be a much more powerful and effective tool than a brochure alone could be, and at a comparable cost. The Talanquera was also the backdrop for the fashion client’s video, which included an engaging storyline.

It's called several things: cross-promotion, fusion marketing, partnership marketing, and it has increased dramatically over the past decade. Why the growth? Firstly, it works. Marketers from all sectors have been discovering that partnering with other advertisers with similar audience demographics makes for tighter, more specific target markets that are reached at a fraction of the cost of solo marketing. Shrinking economies and budgets have popularized this cooperative method even more so recently.