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Time Warner Cable Media pumps up tourism in N.C

Wed, 03/21/2012 - 2:29pm
Mike Robuck

The North Carolina Division of Tourism has forged a partnership with Time Warner Cable Media that will promote tourism across the state via on-demand long-form videos.

The videos will be available to all Time Warner Cable digital TV customers across the state through Travel On Demand. Previously known as Journey TV, Travel On Demand was re-launched by Time Warner Cable Media in July with a revised branding strategy, a revised advertising strategy and a renewed promotional focus, increasing the channel’s monthly viewership in the Carolinas by 338 percent since the launch.

The channel gives advertisers the opportunity to provide tourists with virtual video tours that showcase various destinations of interest, such as North Carolina’s Outer Banks and the Southern Appalachians. In return, advertisers are able to see measured responses to their campaigns.

“As technology advances, we are always on the lookout for new opportunities to share the beauty and rich culture North Carolina’s travel destinations have to offer,” said Lynn Minges, assistant secretary of tourism, marketing and global branding for the North Carolina Department of Commerce. “Travel On Demand is a perfect fit for us, distributing video content across the state that Time Warner Cable customers can view any time, day or night just by pressing a button on their remote. We’re hoping it will be a constant reminder to viewers that you really don’t have to leave the state to explore fascinating new places.”

Time Warner Cable Media said it would promote the content across a range of cable channels. The promotional spots will be enabled with the new interactive TV (iTV) technology, Link, allowing viewers to change channels to Travel on Demand immediately by pressing “A” on their remote controls.

“North Carolina has so many interesting destinations, and we are thrilled to give Time Warner Cable customers the opportunity to experience wonderful places to visit,” said Carole Hart, senior vice president of the Time Warner Cable Media East Region. “This is a great example of how we listened to our clients’ needs and developed a unique promotional offering for the Division of Tourism. This platform provides them with an uncluttered video environment they can own on Travel On Demand, and it is very measurable.”

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