Intelaplay debuts experiential campaign

ST. PETERSBURG, FL: Recently launched travel website Intelaplay is integrating consumers' photos and reviews into a brand marketing campaign.

ST. PETERSBURG, FL: Recently launched travel website Intelaplay is integrating consumers' photos and reviews into a brand marketing campaign.

The company is using the “A New Way to Stay and Play” initiative to boost brand awareness among US travel enthusiasts and businesses about Intelaplay's online features, said Bill Maher, founder and CEO of the company. The PR and advertising budget for the campaign will start at $450,000 in 2012.

The website also allows consumers to find places to “play,” like restaurants, clubs, and museums, as well as services such as airplane charters and babysitters, explained Maher.

“It's turned into sort of a local resource, as well, for people who live somewhere and just want to find out what there is to do in town,” he said.

The company and AOR Junction Creative Solutions, which helped to create its website, are pitching national media outlets and leveraging Intelaplay's blogs to boost awareness. The blogs, which are written by Intelaplay staffers, showcase actual travel experiences and photos of locations around the world.

“The bloggers have actually gone to these areas, and therefore the content that they're providing are actual experience, rather than just generalized templated content, so it's very experiential,” said Julie Gareleck, CEO of Junction Creative.

Intelaplay will also attempt to connect with its target demographic of 25-to-45-year-olds with disposable income through Facebook, Flickr, and Twitter, Gareleck said. It will also make YouTube a major part of its PR and marketing strategy next year, she added.

The company is also working on a deal with Southwest Airline Spirit magazine to attract travelers and advertisers. It is also reaching out to advertising and trade publications, as well as major media outlets like The New York Times, Ink, Bloomberg Businessweek, and business chronicles.

It is also targeting travel publications in 20 US markets, including San Francisco, Denver, Chicago, and Atlanta.

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