Bethany Swain, Hard Rock Hotel & Casion's Internet Marketing Manager, thinks way out of the box. Tired of paying big booking fees to the likes of Expedia and Orbitz, she capitalizes on what those of us who attended The Trademark Panel Dinner (while at The Affiliate Summit last week) experienced ourselves - a serious party atmosphere.

MarketingSherpa reports on a fascinating look (read it now while it's free) at how Swain leverages games, cams and more to increase bookings without big price tags by making due with her strongest suit - the atmosphere of the hotel experience itself. What's more, Swain earns my kudos for kicking out marketing partners who refuse to lay off of the Hard Rock brand in paid search advertising (in an attempt to leverage off of the Hard Rock trademark to increase fee-laden bookings... essentially competing with Hard Rock and adding extra cost).

What about the results? Here's a sampling:

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