
Years ago, at our marketing firm, Bonfire Agency, we pitched a marketing idea to a hotel chain suggesting they use superheroes for a promotional program to build awareness and entice customers to book rooms. We wanted to leverage DC or Marvel heroes to reach and attract families and fans. The potential client liked the idea, but never could seem to get the necessary buy off at all the right levels.
I’m glad that someone at Gaylord Hotels was able to pull it all together (I still wish we had done it, though) with their DC Summer program. Here’s their official copy:
Bring your superhero dreams to life at select Gaylord Hotels this summer! In an exciting collaboration with DC, step into a world where legendary heroes and notorious villains leap straight from the pages of your favorite comics. When you stay overnight, you don’t just visit—you become part of the adventure. Unlock exclusive experiences, from suiting up with a hero’s badge at check-in to completing thrilling challenges and earning your hero’s certificate. Witness an electrifying nightly battle between heroes and villains and uncover secret menu items at our restaurants. Your legendary journey awaits—only when you stay overnight.
They had some specific programs too:
DC Super Hero Splash
Join us for a poolside celebration packed with superhero games, DC trivia, epic waterslides, and DJ-spun beats. It’s the ultimate splash bash for heroes of all ages!
DC Fun by the Pool
Relax by the water with fun facts, hero spotlights, specialty superhero cocktails, and refreshing ICEE drinks like Amazonian Freeze and Metropolis Chill as you soak in the fun! (I had a Strawberry Daiquiri).











