NBC, Hilton Tap ‘Skoot’ to Drum Up Travel Buzz, Biz | Adweek
Advertisement

NBC, Hilton Tap ‘Skoot’ to Drum Up Travel Buzz, Biz

Advertisement

NBC has entered into partnership with Hilton Hotels & Resorts to co-produce and distribute original travel-related content for the media company’s just-out-of beta Web site TravelSkoot.com.

The two partners have recently unveiled a Hilton branded channel on TravelSkoot (travelskoot.com/Hilton), which features tips travel itineraries and videos on the cities New York, Washington D.C., Atlanta, San Francisco, and others based on recommendations from Hilton concierges. The site is the latest project initiated by the NBC Digital Networks division, which previously launched the pet-owner-targeted PetSide in conjunction with Proctor and Gamble.

The plan is to roll out Hilton-provided information on 35 different locations on TravelSkoot this year. In addition, Hilton and NBC have already produced 400 travel videos for the site, with 1,300 more short clips to be posted over the next few months.

Hilton is also running banner placements and pre-roll video ads on TravelSkoot, which has been in beta for nearly a year, with Hilton playing a role in its development. Devin Johnson VP NBC Digital Networks, described the site as “Google Maps meets Yelp.” Users can create their own travel recommendations on TravelSkoot—i.e. “skoots”-- and then plot their personalized itineraries on a map, which can then be shared with friends.

When conceiving the site, “We wanted to focus on the essence of travel,” said Johnson. “This is not about specific places but rather around user interests...such as the best romantic afternoons, or kid friendly activities.”

Continue to next page →