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More Films for Marketing

2em_1 InterContinental wanted to market their hotels based on their attractive settings, but they could never have afforded to create 140 short films about the locale of each hotel. So they recruited filmmakers from TurnHere, which already posts short films about exciting places to visit and hopes to match all their artists with sponsors. 060919i InterContinental is having custom films made that feature the concierge of each hotel, and they hope to have the first 40 done by the end of October. TurnHere will host the films which will also appear on InterContinental's web site and in its newsletters.

ClickZ: InterContinental Hotels Books TurnHere for Branded Web Films, 2006-Sep-14, by Kate Kaye

"The main objective of this is that we want to provide our guests with authentic and local knowledge of each destination," said Jennifer Ploszaj, global director of brand communications for InterContinental Hotels and Resorts. "[TurnHere's] business model allows us to scale this across the world," she stressed. "We'd never be able to do this on our own."