branding together

Travel Channel Shells Out 7.5M Clams for a Piece of Oyster

Posted by Shirley Brady on April 25, 2011 10:00 AM

Laureen Ong, the former head of the National Geographic Channel, has made her first big move as head of the Scripps-owned Travel Channel. In a deal that will be announced today, Travel has invested $7.5 million in Oyster.com, a travel site that focuses on hotels, offering bookings and "professional" (as opposed to consumer) reviews.

Now that it owns a piece of Oyster, Ong tells the New York Times that the network will promote the site's content and expertise on-air and online. It likely will feature the site’s hotel reviewers, too — "if we do shows around hotels, Oyster will have participation in it," she commented. "It’s in our best interests to make sure they get a lot of exposure, and we will do all that we can."

The deal presents a major branding push for Oyster, which has been featured on Extra! but is getting a bigger platform with Travel Channel's editorial cross-promotion — although don't expect the network's biggest star, Anthony Bourdain, to start touting anything beyond actual oysters.

More on the site's philosophy:

Comments

Dan T. United States says:

It will be interesting to see how people embrace this approach versus direct customer reviews.  Seems like a great concept.

April 25, 2011 02:42 PM #

Comments are closed

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