Beaches Teams With Sesame Street

Sets up cross-promotional opportunities for resort company

Sesame Street’s Elmo, Zoe, Cookie Monster and Grover will appear daily at Beaches Resorts’ four Caribbean properties this fall as part of an agreement in which Beaches becomes the first resort to underwrite the legendary Sesame Street children’s program.

The year-long agreement begins with the show’s 35th anniversary on April 4. It will include on-site appearances and events by Sesame Street characters, as well as family packages and theme weeks in the fall complete with character breakfasts, story time, live shows and Sesame Street welcome gifts. There will even be parenting seminars sponsored by Sesame Workshop, a spin-off non-profit organization, offered at the resorts’ activity centers.

In addition, Beaches Resorts will be the show’s on-air sponsor, featuring kid-friendly, 15-second billboard-type ads before and after each TV show.

“Beaches is proud to sponsor ‘Sesame Street’ and to bring this wonderful opportunity to our guests,” said Gordon “Butch” Stewart, chairman of Beaches Resorts. “We believe that vacations should be moments of discovery, where families can laugh, explore and thoroughly enjoy their time together.”

The partnership is also expected to be good for business, as the resort targets the five-and-under set and their parents, “who grew up on Sesame Street and now they have their own kids,” as a Beaches spokesperson said.