Pantages Hotel and Radisson Blu Toronto Downtown have become official hotel partners of Massey Hall and Roy Thomson Hall, unlocking exclusive benefits, preferred accommodation rates and discounts for concertgoers.
The partnership also includes a campaign that leverages multiple channels, including email, digital advertising, social media and influencer marketing. The campaign reinforces the connection between music, hospitality and entertainment in Toronto, and focuses on the offerings that Pantages Hotel and Radisson Blu provide to music fans. Additionally, the collaboration features signage highlighting the partnership at both venues, as well as at the hotels.
Kirsten Kost, VP of sales, marketing and brand development for Silver Hotel Group (owner of the hotel chains), tells Media in Canada that the main message they want to convey through the collaboration is that attending a concert at Massey Hall or Roy Thomson Hall is an experience that begins before the show and lasts long after. “Through our partnership, we can deliver exclusive hotel promotions and offerings to make the choice to stay a little longer, a little easier,” Kost says.
Becoming partners of the venues also highlights both hotels at a time when the number of concertgoers coming to the city is growing. According to Kost, as Toronto continues to draw global names and burgeoning local talent to put on shows, there is an increasing need for fan accommodations. “We want to highlight this offering to both the out-of-town consumer who will take advantage of the exclusive hotel promotions, but also the local concertgoer who may want to turn their night into a staycation,” she says.
Kost adds, “We’ve always admired Massey Hall and Roy Thomson Hall for their contributions to Toronto’s cultural scene and have long sought opportunities for collaboration. Now feels like the perfect time to unite and provide something special for concertgoers.”