Seoul--Turner Broadcasting is developing an integrated package for an unnamed global travel company that will link an ad campaign on CNN International with Turner's Web site CNN Interactive, says Daniel Stone, senior VP of Sales at Turner Broadcasting.
Speaking at the 35th IAA World Advertising Congress in Seoul on June 11, Mr. Stone said the travel company will sponsor its on-air feature, followed by the travel company's commercial spot, around the world on CNN International.
The ad will be tagged with a prompt to CNN Interactive's Web site. The same on-air feature will be re-purposed and prominently displayed on the Web site. "Associated with this content will be tagged commercial spots on-air and a banner on the CNN Interactive site indicating that this travel company is sponsoring a promotion," Mr. Stone said.
"We then jointly develop an intermediate, co-branded `bridge page' which describes the promotion while providing some sort of content link back to the news feature. Users are then prompted to go to the travel company's Web site to actually book a deal."