Warner Leisure Hotels has become the official advertising partner of the relaunched AOL Travel website.
The hotel break operator is using AOL ad technology to customise content and functionality within one central interface. The ‘Project Devil’ advertising offer on travel.aol.co.uk combines videos, slideshows, polls, social networking.
The revised site, including news, reviews and bespoke guides, continues to offer booking functionality via Expedia. Site users are also being offered a £10 credit through members’ site, Voyage Prive.
The relaunch comes as AOL research shows that 24% of users visit the site at least on a weekly basis and exhibit a “strong level of engagement” with the content by viewing videos (23%), using the social media buttons (19%) and sharing links with friends and family (16%), the company said.
New York Times writer and 2011 Venice Wallpaper Guide author Rocky Casale is offering insider travel tips on the site.
Media and business development vice president for AOL Europe Noel Penzer said: “We want users to see AOL Travel as the place to visit online for the best travel ideas, advice and inspiration.
“We are now ranking ahead of some of the country’s leading travel sites, which proves there is a strong appetite amongst consumers for quality travel journalism presented in a visually appealing way.
“The site has also been optimised to provide advertisers with a range of targeted ad solutions, from the Project Devil format to destination-specific ads and engaging advertorials.”
Warner Leisure Hotels head of online Jason Riseborough said: “We are keen to convey a sense of experience for our hotel guests, not just the range of properties in the portfolio.
“The Project Devil format allows us to highlight these messages in a creative, accessible and interactive way, all within the one place.”