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TheStreet Open House

North Carolina Division Of Tourism And Time Warner Cable Media Partner To Increase Tourism Across The State

From the Outer Banks to the Southern Appalachians, getting to a North Carolina tourist destination is as easy as a few clicks away. In an effort to attract visitors, the North Carolina Division of Tourism has formed a partnership with Time Warner Cable Media to air long-form videos promoting popular North Carolina tourism destinations. The videos will be available to all Time Warner Cable Digital TV customers across the state through Travel On Demand, channel 1084. Time Warner Cable is the second largest cable company in the United States.

“As technology advances, we are always on the lookout for new opportunities to share the beauty and rich culture North Carolina’s travel destinations have to offer,” said Lynn Minges, assistant secretary of tourism, marketing, and global branding for the North Carolina Department of Commerce. “Travel On Demand is a perfect fit for us, distributing video content across the state that Time Warner Cable customers can view any time, day or night, just by pressing a button on their remote. We’re hoping it will be a constant reminder to viewers that you really don’t have to leave the state to explore fascinating new places.”

Previously known as Journey TV, Travel On Demand was re-launched by Time Warner Cable Media in July 2011 with a revised branding strategy, advertising strategy and a renewed promotional focus, increasing the channel’s monthly viewership in the Carolinas by 338% since launch. Travel on Demand is an opportunity for advertisers to provide travelers with virtual video tours showcasing destinations of interest.

Time Warner Cable Media will promote the content across a range of cable channels. The promotional spots will be enabled with the new Interactive TV (iTV) technology, LINK, allowing viewers to change channels to Travel on Demand immediately by pressing A on their remote control.

“North Carolina has so many interesting destinations and we are thrilled to give Time Warner Cable customers the opportunity to experience wonderful places to visit,” said Carole Hart, senior vice president Time Warner Cable Media East Region. “This is a great example of how we listened to our clients’ needs and developed a unique promotional offering for the Division of Tourism. This platform provides them with an uncluttered video environment they can own on Travel On Demand and it is very measurable.”

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