I like spotting examples of good marketing partners. Take the January e-news from the National Gallery – it includes a plug for Six Degrees of Separation, the award-winning play at the Old Vic.
Why? Well, of course we know it’s really because these are two top-class cultural brands with shared values and target markets. But a topical or thematic link can help to sweeten the cross-sell (as well as making marketers smile). So, according to the National, it’s there because the play “features a Cezanne painting”. Nice one!