InterContinental to Produce Online Films
Branded Concierge Program
OCTOBER 11, 2006. TurnHere and InterContinental announced they are teaming up to create short online films as part of a new branded InterContinental Concierge Program being launched by InterContinental Hotels & Resorts in October 2006.
TurnHere uses its global network of professional independent filmmakers to produce short films featuring interesting neighborhoods, venues and travel destinations throughout the world.
Under terms of the partnership, TurnHere will produce a series of brief 2-3 minute films, each featuring an InterContinental branded hotel along with noteworthy local neighborhood destinations including restaurants, nightlife, shopping and tourist attractions. Each film will be narrated by an InterContinental Concierge and produced in an authentic and intimate TurnHere style, providing hotel guests with a rich, personalized 'in the know' experience. TurnHere will produce films for each of InterContinental's 144 hotels and resorts around the world.
The films will initially be featured on Web pages of relevant InterContinental properties as well as TurnHere's Web site, www.turnhere.com. Following this rollout, InterContinental will consider integrating the videos into additional strategic marketing initiatives, e-mail and viral marketing campaigns and providing them to web publishers in the travel and lifestyle sectors.
The first film, featuring The Willard InterContinental Hotel in Washington, D.C., can be seen by visiting: http://www.turnhere.com/city/washington_dc/All/films/489.aspx
'Today's agreement with TurnHere underscores our commitment to using innovative technology to further personalize the guest experience,' said David Anderson, vice president of global brand innovation for InterContinental Hotels & Resorts. 'These online films provide an authentic and local experience from the moment our guests start planning their trip, and allow them to experience the destination through the 'lens' of our Concierges before they arrive.'
'InterContinental understands the tremendous value of online video and how it can impact consumers' brand experience,' said Bradley J. Inman, founder and CEO of TurnHere. 'Our films provide consumers with a rich, authentic experience that is complemented by the InterContinental Concierges who narrate the videos to give them a real personal and local flavor.'
The strategic relationship between TurnHere and InterContinental was negotiated and will be managed by MediaWhere, Inc., a digital media & marketing consultancy based in Atlanta, Georgia.
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