Atari was the brand name on everyone's lips back in the 70s and 80s. Known for the development of pioneering at-home video game consoles, Atari became Atari Games Inc. after the 1983 video game crash and began focusing on arcade games instead. These days, Atari has embraced nostalgia and you'll find Atari-branded gear all over the internet. However, this latest swag drop is something a bit different because these promotional products aren't for Atari as a gaming company, they're for Atari Hotels (yes, hotels).

1. Atari leverages nostalgia in marketing.
2. Promotional items build Atari Hotels' hype.
3. Future merch can expand growth potential.

Promotional Clothing for a Hotel Chain

While on the outset this seems like quite a bizarre combination, the Atari Hotels concept (in partnership with GSD Group) is actually set to be an interesting fusion of hospitality and gaming. The various hotels planned around America (including Phoenix, Las Vegas, Denver, Seattle, etc.) are set to combine augmented reality with a relaxing environment to provide visitors with a truly unique themed experience. Right now there's nothing quite like it, but Atari has decided to start building anticipation by releasing limited capsule drops of stylish new promotional apparel for the hotel chain.

Retro Brand Merchandise Choices

Atari has been around for many years and its three-pronged "Fuji" logo design has remained fairly consistent throughout. Because the brand is older and nostalgia plays a key role in both the Atari Hotel plan and the company's general merchanding, it has stuck with some truly retro designs for the first set of branded Hotel swag in 2020. Included in the range are:

• Promotional Mesh Caps
• Custom Branded T-Shirts
• Personalised Cotton Caps
• Long Sleeve Promotional Tees
• Bulk Branded Hoodies
• and more!

Atari Hotel's first drop is very straight-forward with logo-heavy branding on wearable, but not particularly outrageous products. If it were another company you might assume they're playing it safe, but given Atari has branched from gaming into hotels they don't seem to be averse to risks!

Marketing Tactics and Impact

Capitalising on their well-known brand, Atari is effectively utilising promotional products to create buzz for their hotel ventures. This marketing approach has multiple benefits:

• Brand Recognition: With their classic "Fuji" logo, Atari leverages its enduring fame, making it easier for customers to connect the merchandise with the project.
• Customer Loyalty: Nostalgic styled swag can evoke memories, fostering emotional connections to the brand and increasing customer retention.
• Generating Hype: Limited edition merchandise drops create a sense of exclusivity, encouraging potential customers to pay close attention to the brand.
• Establishing Partnerships: By teaming up with GSD Group, Atari taps into new resources, showcasing their strong foundations in the hospitality and gaming sectors.

Future Swag Inspirations

To maintain momentum and capitalise on the promotional product trend, Atari could explore further innovative ideas, such as:

• Gaming-themed Accessories: Customised phone cases, USB drives, or keychains with gaming elements from Atari's classic games.
• AR/VR Merchandise: Limited edition goggles, gaming headsets, or controllers, themed around the augmented reality experiences offered at the hotels.
• Customisable Items: Customers could personalise clothing or other products with their favourite Atari game characters or iconic quotes.
• Sustainable Swag: Offering eco-friendly merchandise, such as reusable water bottles or tote bags, can showcase Atari's commitment to the environment.

Summary

Atari's innovative approach to launching their hotel chain by leveraging promotional products and company nostalgia is undoubtedly capturing attention worldwide. The resurgence of this legendary brand, combined with the creative ideas for future swag, holds the promise of exciting opportunities for both Atari and their quickly-growing fanbase. In developing their marketing tactics, other companies can definitely draw inspiration from Atari's blueprint and reimagine ways to create hype for future projects.

Don't wait until your project is completed or your VR hotel is open, use logo branded merchandise like jackets, hoodies and promotional caps to build hype for an upcoming release instead. Atari will be releasing several different merch drops with a variety of limited edition designs and your small business, school, or department can do something similar if you're also attempting to get people interested in a future project. Speak to the Cubic Promote team if you need some merchandising advice for your soon-to-be project and maybe 2021 will be your year!

Details and images found here: https://shop.atarihotels.com/collections/drop-1