May 3, 2024

Collaborative Marketing: How The Hangover 2 Created Brand Success

Marketing in the luxury hospitality industry presents numerous challenges and regulations. While these measures are intended to protect the brand's integrity, they can sometimes become restrictive. The following tale of adaptability and foresight sheds light on how Deepak Ohri, a visionary CEO, transcended traditional boundaries and drove a marketing idea to new heights of success.

“My team consists of carefully chosen individuals who embody passion, unwavering commitment, and a profound understanding that there is no second life. They dedicate 100% to the company, selected for their expertise and determination to create maximum impact.” 

DEEPAK OHRI

Situation: When Tradition Meets Opportunity

Deepak Ohri traditionally resisted filming opportunities on the hotel’s grounds. But when Warner Bros approached Ohri for "The Hangover 2," a golden opportunity arose. The global exposure was undeniable, yet compromising brand standards was unthinkable.

The Challenges

Ohri identified the enormous marketing potential of the film, but fulfilling this unconventional request required a delicate balance. He had to meticulously manage the collaboration to maximize the benefits for the Hotel while safeguarding its brand’s integrity, preventing potential guest dissatisfaction, and navigating the financial consequences of venue closures.

How Did Ohri Address These Challenges and Turn Risk Into Reward?

Opting for a creative solution, Ohri devised a strategic partnership with the film’s producers. He
proposed a three-pronged approach:

Cast Residency: The entire cast would stay at Hotel during filming, fostering a direct association between the hotel and the movie.

Targeted Brand Visibility: Brand logo would be prominently featured in marketing materials targeted at key markets, enhancing brand awareness.

Scripted Mention: A memorable scene involving the mention of the hotel was added to the script, cementing the brand’s presence in the film.

Result

The collaboration with Warner Bros on “The Hangover 2” proved to be a game-changer for Global Hotel companies. The brand’s exposure amassed through the film’s marketing significantly boosted brand awareness, attracting guests to experience the iconic “Hangover Suite” and indulge the signature “Hangover-tini” cocktail. This strategic alliance amplified the brand’s reputation and positioned Ohri as an innovative game-changer in the luxury hospitality industry.

Through creative problem-solving and remarkable flexibility, Ohri transformed a challenge into a
lucrative opportunity, writing a new marketing playbook in the luxury hospitality industry for others to follow.

“LAMH serves as the GPS for your business journey, delivering expertise right where it’s needed. We emphasize detail in execution, propelling your initiatives to their target faster, without changing the essential vehicle of your business.”