DoubleTree's New YouTube Channel Is Super Social

Initiative will be supported by an elaborate contest and paid digital ads

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DoubleTree today is announcing an unusually interactive YouTube channel called DTour, which encourages online and mobile viewers to share videos, Instagram photos, Facebook posts, tweets and general tips from their worldly travels. The Hilton hotels brand partnered with Google to create the aggregation-minded effort and will push it with a year-long, user-generated content contest, display and video ads on the BBC's website and Lonely Planet, as well as paid promotions running on Twitter and Foursquare.

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