Using an Alliance to Reach New Markets in New Ways

Nina L. Kaufman, Esq.

Nina L. Kaufman, Esq.

Nina L. Kaufman, Esq., owner of Ask The Business Lawyer, is an award-winning business attorney, speaker, and Entrepreneur Magazine online contributor. She saves consulting and professional services companies time, money, and aggravation by serving as their outsourced legal counsel.

Posted on June 11, 2015 in Strategic Alliances

On Friday, online travel company Expedia Inc. announced an investment in and long-term strategic partnership with Vancouver-based CruiseShipCenters International, according to a report on  Further details were fleshed out in a press release, reported by local media.

What does each company get from the alliance?  Expedia gets to broaden its exposure to offline distribution channels, especially the increasingly active cruise industry.  CruiseShipCenters, more of a “landlubber” than digital business, with 100 retail franchise locations and 1500 independent cruise consultants, can broaden its inventory of non-cruise options.

At least in theory, it sounds like a great fit.  Neither company seems to be in direct competition with the other.  Their channels of distribution do not overlap.  The focus of their product/service offerings are well-defined (especially in CruiseShipCenters’s case).  Of course, whether the deal bears fruit is always another matter!

In other news, two marketing firms also recently announced their strategic alliance collaboration.  Legacy Marketing Partners is allying with, Inc. to provide custom packaged logo golf balls for The Glenlivet 12 and 18 year single malt scotch whisky brands.  The collaboration enables Legacy’s clients to give away something unique at golf events in a way that reinforces the upscale image their seeking.

The great fun of these two stories?  They combine several of my favorite pastimes:  travel (and cruises), golf, and single malt scotch whisky!


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