Our Reuters Content Solutions, Reuters.com editors, developed a special, multimedia travel experience for All Nippon Airways (ANA) and visitors to the Reuters.com website. Wanting to offer our readers authentic business travel recommendations, we created a seamless branded content experience. Here’s how it worked…
First, the Reuters Editorial team re-ignited the popular 48 Hours In series, which features interviews with well-known and highly regarded business leaders sharing their favorite destinations to visit – and what particular meaning that city holds for their company. Interviews that have aired thus far include; Jonathan Tisch, co-chairman of the Loews Corporation discussing his favorite parts of Chicago; fashion house Marchesa co-founders, Georgina Chapman & Keren Craig sharing their affinity for the vibrant streets of Mumbai; and Group Founder and CEO Janice Bryant Howroyd on why she loves doing business in and taking time off in the British capital.
Then, ANA commissioned the Reuters Content Solutions team to create a highly stylized custom content package about ten different Asian business hubs entitled, Carry On. This package includes: short videos taking users on a brief journey to each bustling locale, articles and photo galleries profiling each city and at-a-glance fact boxes listing recommendations on the best places to stay, dine and play.
ANA’s Carry On custom content provides real, authentic experiences through the eyes of our travel experts:
Rich Beattie, former executive Digital Editor of Travel + Leisure, offered his tips on where to take clients and colleagues to enjoy the finest of each city’s offerings, plus good-to-know local business customs (Hint: don’t accept ochazuke tea in Osaka – “it means the host thinks it’s time for you to leave”), and how to spend a free afternoon (should you be so lucky).
Barbara Fairchild, well-known in food circles and former Editor of Bon Appétit, offers her advice on hotels, restaurants and sightseeing pit-stops to make the most of a business stay.
Lastly, Reuters.com brought both 48 Hours In editorial highlights and Carry On custom content to life online through a large-format, interactive ad unit – which also links to a Custom Hub (a new solution from Reuters.com) that houses all of the Carry On multimedia content developed for ANA.
Take a moment for a quick cultural tour of some of the most impressive cities around the globe.
And the Carry On custom landing page
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