Tom Cintorino has strengthened the digital infrastructure at Northstar Travel Media, overhauling existing systems and building a strategy that allows the company to move forward in an increasingly mobile and social market.
“We're basically setting ourselves up for future growth,” the exec VP-digital media said. “We've more than doubled our page views, which are a leading indicator of revenue growth.”
He led the creation of the Travel Weekly Network, an umbrella site that includes the company's flagship brand as well as elements such as a cruise directory, a job board and social media tools. The content-optimized site provides a unified audience destination and also offers both targeted and horizontal advertising opportunities.
Cintorino also oversaw a relaunch of the company's paid-subscription business. Northstar pulled distinct products into one itinerary-building service that allows travel agents to create customized destination, hotel and cruise reports. “It is part of a road map to include mobile development and a social media component,” Cintorino said.
A former PennWell executive, Cintorino joined Northstar 18 months ago. During his tenure, the company has created or revamped more than a dozen websites, including online properties acquired from Nielsen Media and ProMedia.travel.
Cintorino oversaw the integration of the new properties while also negotiating new vendor contracts and rolling out a multitiered virtual event strategy. Demand for custom digital marketing products has also grown on his watch.
“He's provided a level of sophistication to our digital efforts,” Northstar CEO Thomas Kemp said. “We made significant investments across the board, and Tom has been at the center of this.”