InterContinental Hotels renews CNN sponsorship deal

by Staff,, Brand Republic 09-Jan-04, 11:00

LONDON - CNN has secured a deal that will see InterContinental Hotels & Resorts renew its sponsorship of the cable news station's 'CNN Business Traveller' strand.

'CNN Business Traveller' is the station's monthly look at the world of corporate travel, which is hosted by one of CNN's most experienced business correspondents, Richard Quest.

The sponsorship, which won Campaign's Best Travel and Leisure Award, marks InterContinental's only television branding commitment for 2004 and will broadcast to around 165m households on CNN around the world including Europe, Asia-Pacific, South Asia, Latin America and North America.

The deal was negotiated by CNN International and InterContinental's media planning and buying agency MPG. The integrated sponsorship includes 15 new episodes of the show as well as exclusive sponsorship of the 'CNN Business Traveller' website on CNN.com's international edition site.

As part of the renewal, the programme will feature new billboards from January onwards and a new InterContinental spot will follow shortly afterwards.

Jonathan Davies, senior vice-president for CNN's ad sales, said: "At a time when advertisers are demanding ever more innovative advertising solutions in a difficult economic climate, InterContinental's decision to renew this sponsorship signals the strength of the CNN proposition."

He added: "'CNN Business Traveller' enables InterContinental to reach its target audience of business travellers with high efficiency and around a highly relevant programming proposition."

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