Pact puts Shrek, Kung Fu Panda in Gaylord Hotels
Hee Haw”), operates four large resorts in the U.S.: Gaylord Opryland in Nashville, Gaylord Palms near Orlando’s Walt Disney World, Gaylord Texan on Lake Grapevine near Dallas and Gaylord National on the Potomac in National Harbor, Md. Gaylord, which attracts a large convention crowd, had been looking for a way to boost its leisure biz during the summer and holiday months and reach out to families when fewer groups are booking rooms. Chain’s only previous entertainment deal was one around the Charlie Brown character, but Gaylord Entertainment chairman-CEO Colin V. Reed said, “We have been talking about these assets as theaters for five years or so. That’s how we think about our buildings.” That suits DreamWorks well, as the company has been eager to gets its characters into more venues that target families. It brokered a deal with Royal Caribbean last summer to launch a similar character-driven program on its ships that set sail in December. Company operates the largest cruise ships in the biz. DWA had brokered promo pacts with hotel chains like Embassy Suites and Starwood-owned chains in the past but only around individual film releases. Deal with Gaylord will now enable DreamWorks to focus on a larger companywide promotion and target more than just guests staying at each hotel. The venues have become local hot spots in each city where they’re located, drawing in large crowds each year to holiday activities like ice skating shows, Christmas light displays and other activities. Around 1 million visit an annual ice show each year, which will now be themed around DreamWorks’ characters. “Gaylord Entertainment has displayed an incredible commitment to creativity and high-quality family entertainment, making each of their world-class U.S. resorts an ideal destination for the DreamWorks Animation brand,” Katzenberg said. “We look forward to bringing to life the characters, stories and worlds featured in our film franchises in new and innovative ways throughout the Gaylord Hotel guest experience starting this year.”
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