Cocktail has been brought in to build on the "growing interest in experiential gifts" and will help create relationships with relevant lifestyle brands in a bid to raise awareness for the company.
Nick Button, marketing director at Red Letter Days, said that by creating brand partnerships the business would not only achieve cost-effective marketing but would be able to target a shared audience with its new partners.
Cocktail Marketing’s clients include Nestle, COI, BBC Worldwide and Bauer and the firm has recently launched a sister agency, Cocktail Enterprises, to specialise in areas outside partnership marketing.
Headed up by Graham Smith, formerly of Graith Consultancy, the new division will specialise in the consumer, telecoms, B2B and leisure markets.