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Leading’s clever promo

A few days ago a box arrived at my desk with The Leading Hotels of the World annual print directory — all 543 pages beautifully and colorfully presented, as usual, as well as an enticing baby blue “mini-suitcase” filled with movie candies and a few DVDs from movies filmed at Leading Hotels.

The movie promotion is part of Leading’s 85th anniversary, showcasing 85 of their hotels that over the years have been the backdrop for great movies — ranging from Woody Allen’s “Midnight in Paris” at Hotel Le Bristol to classics like “The Quiet Man” shot at Ashford Castle in Ireland.

Leading also cites research that estimates last year approximately 40 million international tourists chose their travel destination primarily because they had seen a film shot in that country.

What made this promotional material sing to me was its interactivity. The LHW in the Movies section of its website features all 85 films, sortable by decade. Click on one of the titles, and you get the corresponding hotel’s behind-the-scenes story and anecdotes from the filming, as well as area visitor tips and a bit about the hotel.

Inside Leading’s annual directory, a movie camera icon appears alongside those hotels featured in the promotion.

I see and hear about too many promotions each day. This one is unique and compelling, cleverly packaged and uses web interactivity in an engaging way, and as a result, I think it is worth sharing with you. But don’t ask me to share my Good & Plenty!

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