(TAN): Hilton and BuzzFeed has signed a new partnership that pairs content from BuzzFeed’s travel brand, BringMe, with Hilton’s industry-leading direct-booking benefits to streamline the consumer travel experience and make it easier than ever to book a travel experience.
Through the partnership, Hilton is now the exclusive global hotel partner and the official title sponsor of BringMe. The partnership includes an extensive affiliate program that directs readers to Hilton promotions in relevant BringMe content and utilizes BuzzFeed’s innovative marketing operating system including native and experiential strategies.
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“Today’s consumers are rapidly evolving their content consumption habits, which means getting the right message in front of the right customer at the right time requires innovation and agility,” said Kellyn Kenny, Hilton’s chief marketing officer. “We’re partnering with BuzzFeed because they’re a powerhouse digital media company with the tools to showcase Hilton’s incredible portfolio of brands and award-winning Hilton Honors loyalty program in a way that will inspire millions of travelers around the world.”
The partnership builds on BuzzFeed’s recently announced plans to fix the longstanding attribution problem where digital middlemen capture profit for the value that media publishers provide. Through this partnership, BuzzFeed’s industry-leading affiliate business is applying learnings from mastering retail and building a more sophisticated affiliate business for travel. By creating a direct link from BuzzFeed content to Hilton’s booking capabilities, the partnership helps readers directly engage with offerings relevant to their specific interests from BringMe’s unique destinations, travel activities and city journey guides.
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“BuzzFeed’s strength is building brands that drive action IRL. Tasty empowers millions of people to cook and try new recipes every day and now BringMe is inspiring young people to visit new places and explore new things,” said Jonah Peretti, BuzzFeed’s CEO and founder. “Partnering with Hilton brings us even closer to our audience, and also makes it easier for them to make travel plans by booking directly. Through our shared consumer-first approach, we’re able to provide utility for our audience in a new way.”
Pairing BuzzFeed’s travel content with Hilton’s industry-leading direct booking efforts amplifies Hilton’s “Expect Better. Expect Hilton.” direct booking campaign, which addresses consumers’ travel frustrations by providing more flexibility, better perks, better on-property experiences and a price match guarantee plus a 25% discount if a traveler finds a lower rate.* Additionally, BuzzFeed will get credit for inspiring the bookings.
