Tenerife Tourism Corporation is first to sign up to Holiday 07 WebTV series
Broadcast specialist markettiers4dc announced this week that the Tenerife Tourism Corporation is the first brand to confirm its participation in the Holiday 07 WebTV travel series.
The series capitalises on the key post Xmas / New Year booking period for travellers arranging their 2007 holidays and the increasing popularity of researching holidays online (travel websites account for 1 in every 20 visits to the web in the UK).1
Each programme in the series will take the form of a 30-minute ‘on the couch’ style interview featuring a brand spokesperson and a travel industry expert relevant to the topic area. Each programme will feature on approximately 15 different ISPs and websites in addition to being made available for use by brands on their own sites as engaging collateral. Former ABTA Director of Corporate Affairs, Keith Betton, who has been the face of the British travel industry for the last twenty years and has made more than 1000 television appearances in that time, will act as host presenter for most of the programmes.
Markettiers4dc Strategic Development Director Karen Brooks comments, ‘Brand funded content is the ideal way to successfully combine entertainment to ensure that a brand’s target markets can be engaged and informed, delivers the editorial needs of a media owner for strong content and the marketing communication objectives of a brand. Keith’s involvement is crucial as his knowledge and experience of the travel industry and destinations will add understanding and expertise to the content as he’ll know what a destination, for example, has to offer that will be of interest to the traveller and gives added credibility to the series’.
Holiday07 will also satisfy the consumers’ ever increasing need for editorially balanced content which they can view on demand as programmes will then be offered to sites for use after the initial “live” showing, crucial with today’s ever growing “search” use of the internet for information.
Brooks added, ‘Word went out about the series last week, and feedback has been extremely positive with many brands and agencies registering their interest before they went to the ABTA conference. We’re looking to collate all interest before we allocate topics to brands.’
The series aims to cover anything connected to travel from destination, resort, exhibitions and shows, lifestyle, lifestage, tourism boards, insurance, mode of transport, accommodation, health getting organised, making the most of your holiday, guides, safety, cosmetics and fashion.
Clemencia Wiese, MD of Axis Sales and Marketing, the UK’s representative agency for the Tenerife Tourism Corporation said, ‘We are delighted to have the opportunity to be involved in Holiday07. We carried out a webTV chatshow with markettiers4dc recently and the results were excellent so we jumped at the chance to get involved in something like this which we see as a great opportunity at a key booking time. The format of the programme will allow us ample opportunity to deliver key messages relating to Tenerife as a tourist destination’.
1Hitwise February 2006
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For further information or to take part in Holiday07, please contact
Karen Brooks - 020 7253 8888 / karen.brooks@markettiers4dc.com
