Joint promotion
Also known as: co-advertising
A joint promotion always occurs between two or more brands that, although collaborating with one party, pursue their own marketing and communication objectives through a promotion. Within a joint promotion, one party handles the communication while the other offers a temporary benefit to consumers. An example of this would be giving a discount on tickets to the Efteling amusement park or another amusement park of your choice for x amount of groceries at Albert Heijn.
Thus, the goal becomes clear: both parties benefit, with one party taking care of the communication (Albert Heijn) and the other providing the benefit (Efteling).
