A Great Example of Affinity Content Marketing

On a recent trip to Brisbane, my family and I stayed at the Pullman hotel in King George Square.

I chose the hotel due to the fact that the hotel has one of Brisbane’s most highly rated rooftop bars Sixteen Antlers, a swimming pool with panoramic views and a cutting edge mod-Australian fine-dining restaurant Goldfinch. It felt like the Pullman was focussed on being so much more than just a hotel. It was positioning itself as an innovative lifestyle destination.

Upon arrival in the beautifully styled room, I was pleased to see a selection of magazines on the coffee table. I love a good flick through a glossy mag! Included in these magazines were Australian Traveller (to be expected – a great read), the less conventional Foundr magazine (a glossy that champions futurism, trends and entrepreneurs) and The Pullman’s own branded magazine (Online) with the coworking technology startup WeWork founder, Adam Neumann on the cover. WeWork was recently valued at $47 billion and it’s an example of a screamingly successful innovative business model.

The Pullman’s positioning statement is “where style meets success, delivering an experience that is upscale, upbeat and perfectly in tempo with the global zeitgeist.” They deliver in spades with their content offering.

The Pullman Magazine delves into feature-length articles on everything from interior design, architecture, futurism and innovation to a looking at poets of Instagram and trailblazing artists. It also peppers features throughout the magazine that showcase the hotel group’s service delivery, sustainable initiatives and innovation around the world.

It’s so exciting to see brands pushing the envelope in terms of what can be achieved with content marketing instead of just selling the obvious and pushing ‘stay the night with us’ messages and price points.

Through clever content marketing, The Pullman positions the brand as innovators in the travel space and acknowledges other entrepreneurs and game-changers as being in the same category of thought leadership – creating a circle of affinity marketing through a like-minded ethos.

Imagine what other travel brands could achieve if they thought outside of the box and stopped pushing the stale sales pitch and instead explored affinity content positioning?

I think that when we are thinking about marketing travel and hotels through content we need to follow Pullman magazine’s lead and think about so much more than just rooms and beds to sleep in.

In today’s competitive environment these small touches are giant leaps in making sure that travel brands go further in providing a customer-centric vision for the complete experience.

I love it!

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