As a growing number of hotel brands explore new forms of content marketing, Waldorf Astoria Hotels & Resorts announced a year-long partnership with Harper’s Bazaar that will showcase Waldorf Astoria properties in the magazine as well as via website and e-commerce initiatives.
While the partnership is centered on destination-inspired editorial stories, readers also will be able to purchased featured styles and customized travel experiences through ShopBazaar.com/Waldorf.
As part of the partnership, Waldorf Astoria will host Harper’s Bazaar editors at Southern California’s La Quinta Resort & Club, A Waldorf Astoria Resort and Waldorf Astoria Chicago to create fashion spreads inspired by each destination. Shoppable editorial-well stories are scheduled to run in the May and November issues.
May’s issue was shot by international fashion photographer Miguel Reverigo and features model Lily Donaldson. The story incorporates fashions inspired by the location and the season, highlighting designers and fashion houses including Chloé, Gucci, Balmain and many more. The November issue has not yet been cast.
Both brands will also be sharing content through social media channels, blogs and a dedicated email campaign.
“We’ve always felt that the Waldorf Astoria guest and the Harper’s Bazaar woman are one and the same,” said Carol Smith, publisher, Harper’s Bazaar. “This program brings together two great institutions in a way that is sure to delight our audience.”
“Fashion and travel are innately intertwined, and this partnership with Harper’s Bazaar brings that affiliation to life through the magazine’s stunning editorial features,” said John Vanderslice, global head, Waldorf Astoria Hotels & Resorts.