Holiday Inn Express Lures Business Travelers with Webisodes
Holiday Inn Express is rolling out a new Web series targeting business travelers to entice those on-the-go to spend more time at the hotel chain.
“The Smart Show” content, produced by Digitas’ new brand content unit The Third Act, offers video and Web content integrated with promotions and sponsorships. The Third Act teamed with Endemol USA to produce the two- to three-minute episodes, hosted by Internet TV network blip.tv, which will air twice a week through October at http://www.hiexpress.com/thesmartshow.
For instance, the site will offer a “Deal of the Week” that will give members of Holiday Inn Express’ loyalty program, Priority Club Rewards, the chance to win prizes. In addition, the “Ultimate Road Warrior Challenge” game lets players earn Priority Club Rewards points and enter to win a Pontiac Vibe by staying at the hotels.
“We are always looking for new and innovative ways to engage our guests in the clever, fun and smart personality of the Holiday Inn Express brand,” John Merkin, senior vice president of brand management for Holiday Inn brands in the Americas, said in a statement. “‘The Smart Show: Season 2’ is a natural evolution from last year. The Webisodes still deliver laughs, but this year visitors are getting a more complete brand experience via the Web site.”
New this year is “The Smart Show” blog, which will feature relevant travel content from the web and commentary from industry expert bloggers. The site also features the “Need-er-ator” service, which lets visitors tap into the show’s community for travel-related answers. For example, users can search videos and blog posts on the site for information, look for answers on partner sites, or pose questions to “The Smart Show” team and audience.
The show is also partnering with online travel resource TripAdvisor. Under the deal, the show content will be integrated into TripAdvisor’s site and promoted across its homepage and destination guides.
