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article imageRenaissance Hotels delivers native video experience on Slate

By Michael Krebs     May 29, 2013 in Internet
New York - Renaissance Hotels suggests we "live life to discover" in an exploratory native branded content video campaign that broke on Slate magazine on Tuesday.
In a native advertising series that kicked off Tuesday on Slate, Renaissance Hotels profiled three New York City restaurants in a branded content video collection produced by SlateCustom, Slate magazine's custom content division.
The video series is embedded within Slate's content management system and is promoted within Slate's editorial call-outs on the homepage and within other navigation wells on the site.
The Renaissance Hotels campaign will span 18 videos in total and will profile restaurants in six markets: New York, Chicago, Washington DC, Sonoma, Los Angeles, and New Orleans.
Renaissance is a top-tier brand that functions within the Marriott International, Inc portfolio of hotel properties. The program is designed to speak to the "experiential" business traveler. This is the high-powered "marathon" business traveler that looks for more than just the business aspects of a given trip, but instead seeks to find the cool coffee shop, or the new wine bar, or the fusion restaurant they may have heard about. Additionally, as Renaissance also wants to attract a slightly younger business traveler, the tone of the videos deployed in this program is decidedly more hip.
Slate magazine has been defining the front edge of the digital content marketing genre for years, recently rolling out a robust multi-platform branded content program with GE Capital - inclusive of multiple live events in a wrapped bus tour and social media amplifications known as the Roadshow for Growth.
The Renaissance campaign is expected to flight through the summer.
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