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Here’s a Hotel Group’s Take on Brand Journalism

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SWEET necklace, bro

This morning, amidst all the talk of the FTC and native ads, Rafat of Skift made us aware of a hotel group that’s launched its own branded journalism venture. The post links to a site created by EVEN Hotels, an IHG offshoot which bills itself as the “first wellness hotel brand.”

WellWellWell reminds us a bit of American Express‘ Open Forum: it’s an aggregator combining some original posts with those that originally appeared on other sites. It also runs on the very specific theme of “tips and tools for health-conscious travelers”. It’s all categorized for your convenience, too: there are pages for food, exercise, and “splurge“, which seems to concern mostly drinks and sweets, because treat yo self. You can also search by city.

Contributors include health mag writers, independent authorsindustry consultants, etc.; infographics and listicles abound. Want to know how to prevent motion sickness with a little ginger? Neither did we!

At any rate, this is just another example of a brand using editorial to promote itself and (almost) sidestepping the “is it advertising?” question.

How well does this kind of stuff work? We’re not sure—but EVEN’s first properties don’t even open until Spring 2014, so it looks like they’re confident.

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