Dive summary:
- DoubleTree anounced the launch of DTour, a highly interactive YouTube channel that encourages travelers to upload videos, Instagram shots, Facebook posts, Tweets, and general travel tips.
- The Hilton brand hotel chain partnered with Google to create the channel to push a year-long, user generated content contest; the campaign will also include display ads on BBC's Lonely Planet, as well as paid promotions on Twitter and Foursquare.
- To enter the contest "DTour of a Lifetime" entrants must create and share a video about a nearby landmark, a must see attraction, or an unusual cultural attraction.
From the article:
"Meanwhile, the brand has a dedicated team that typically responds to Twitter and Facebook posts, particularly when they are complaints, Greenleaf said. The same strategy will be applied to the new YouTube destination."
