The effort, which is TurnHere's first wide-scale sponsored film series for an international advertiser, is part of InterContinental's broad branding initiative to promote its personalized concierge services and neighborhood smarts.
"What sells the hotel isn't just the hotel but the neighborhood and what you're going to do there," suggested TurnHere CEO Brad Inman.
The hotel's sponsored mini-movies will spotlight sights and places of interest surrounding each hotel. Keeping with TurnHere's mission to harness the charismatic appeal of neighborhood characters, the InterContinental flicks will be narrated by each hotel's concierge. In the first of the series, Robert Watson, chef concierge at The Willard InterContinental Hotel, offers viewers an insider's guide to his favorite Washington D.C. spots, beyond The White House and other requisite destinations.
"The main objective of this is that we want to provide our guests with authentic and local knowledge of each destination," said Jennifer Ploszaj, global director of brand communications for InterContinental Hotels and Resorts. "[TurnHere's] business model allows us to scale this across the world," she stressed. "We'd never be able to do this on our own."
Over 80 cities in the U.S. and elsewhere are represented by quirky locals and their favorite haunts on the TurnHere site, which features hundreds of professionally-produced films about neighborhoods, shops, restaurants, bars, clubs and other points of interest. Thus far, most of the short Web movies are not sponsored. However, paid advertorial films promoting local advertisers like Atlanta's bottle opener maker, Brown Manufacturing, and Poughkeepsie's wiener joint Soul Dog, are cropping up on the site.
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Source - ClickZ News
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