GENERATOR ANNOUNCES OFFICIAL PARTNERSHIP WITH NFS HEAT
Award-winning, experience and design-led accommodation group Generator has announced its official partnership with NFS Heat, the latest racing video game in the Need for Speed franchise.
The game, which launched globally this month, is the 24th in the series and marks the 25th anniversary of the brand. The partnership marks Generator’s first venture into virtual reality and the beginning of a new wave of creative marketing initiatives by the hospitality brand.
NFS Heat sends players to Palm City, a new open world city based on Miami, with its blend of music, cool street art and night lights. Street racers will find custom rides and adrenaline-filled races, as well as a fictionalised version of Generator Miami, complete with its distinctive logo and unique colourways.
Alastair Thomann, CEO of Generator, says, “For Generator, partnerships play a crucial role in shaping our brand identity. Expression, creativity and connectivity are at the core of the Generator brand and we are constantly seeking innovative collaborations with brands which harness the same values as ours. NFS Heat, which puts individual expression and customisation at the heart of its franchise, is the perfect fit for us. Affiliations with world-class brands such as EA Sports play a crucial role in our wider marketing strategy.”
The launch of this global partnership coincides with the announcement that Generator will be breaking new ground in the US in reality, as well as virtual reality. Last month, the hospitality brand announced that it will now operate all four Freehand Hotels and their respective food and beverage outlets, in a $400m acquisition led by London-based firm Queensgate Investments, marking a milestone in the brand’s history and future in the US.