Talking Points
February 2020

Welcome to the Taco Bell Resort

As other digital era marketing trends come and go, experiential marketing has proven its staying power.
And Taco Bell has taken the brand experience to new heights by transforming an entire hotel into a mecca for its taco-loving enthusiasts named “The Bell: A Taco Bell Hotel & Resort.” 

• Reservations at The Bell sold out within two minutes of going live in June 2019
• The resort features a host of branded accommodations, activities, and services
• Guests can try out new dishes from Taco Bell‘s very own test kitchen

In just four days, 400 people from 21 states—including honeymooners and online influencers—stayed at the hotel. It’s success, however, is no surprise. Taco Bell has long pushed the boundaries of the branding experience.

• The company launched a chain of Cantina locations where couples shell out $600 to get married
• It has also promoted rare peeks inside its secretive test kitchen for a lucky handful of consumers
• It teamed up with Airbnb on overnight stays at restaurant locations to launch new menu items
• It offered branded apparel, as well, from retail partners like Forever 21 to court millennials

Taco Bell has experimented in countless ways to promote the “Taco Bell lifestyle.” The Bell is just the latest example of how the company is successfully using experiential marketing to attract and maintain its very enthusiastic customer base.

Based on Campaign of the Year: Taco Bell’s ‘The Bell’ by Peter Adams.

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