IHG to distribute videos to portals and niche travel sites
Published: 16 May 2008:InterContinental Hotels & Resorts has launched new web marketing and distribution initiative in partnership with online video solutions platform TurnHere Inc.
The initiative is designed to extend the reach of the InterContinental Concierge videos beyond its web properties by distributing the videos to various lifestyle and travel sites, and syndicating the branded content across prominent search engines.
TurnHere will be producing shorter snapshots of the original videos featuring the popular recommendations of restaurants, shopping destinations, tourist attractions and notable merchants located in and around InterContinental destinations across the globe. The video snapshots as well as the original videos will be delivered to a host of lifestyle and travel blogs, including the InterContinental Travelogue blog.
All videos will also be syndicated across various video Web sites and search engines, including AOL, Google, MSN, Veoh, Yahoo! and YouTube through TurnHere´s extended distribution and placement program.
TurnHere will focus on syndicating the content beyond InterContinental web properties to extend the brand, reaching relevant and untapped audiences across the Web, said Vanessa Healey, global director of tactical marketing, InterContinental Hotels & Resorts.
"By distributing the videos to portals and niche travel sites, our goal is to reach prospective consumers earlier in the decision making process, while they are actively engaged in planning their travel needs," said Healey.
Under the terms of the initial agreement, TurnHere produced short films for each of the brand´s 153 hotels and resorts around the world. All videos are narrated by a local InterContinental Concierge and feature their perspectives on a specific InterContinental destination.