The magazine Southern Living already has its own line of furniture, bedding and even plants. Now, in an interesting and uncommon marketing move, it's branding 15 independent southern resorts as its Southern Living Hotel Collection, beginning July 1.
The upscale inaugural group, planned to expand eventually to 100 addresses, includes well-known historic hotels like the Grove Park Inn in Asheville, N.C., established urbanites including the Windsor Court Hotel in New Orleans and rural destination like Blackberry Farm in Walland, Tenn.
Membership is by invitation, and perks for guests who reserve via the collection's Web site are still to be determined. Future tie-ins may include Southern Living recipes on menus and sponsored classes and events on the properties.
Members say it's a marriage of like minds. "What they do aligns with what we do," said Tracey Johnston-Crum, director of marketing communications at the Grove Park Inn. "It's about tying the two brands together and illuminating what's best in the South."
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