Lufthansa has signed on as the inaugural advertiser for travel blogs in Washingtonpost.Newsweek Interactive’s (WPNI) Sponsored Blogroll program.
Created by the advertising team at WPNI, the Blogroll program is a unique advertising network that, using Adify technology, makes it easy for advertisers to buy standard ad units on individual blogs or across valuable categories of blogs like Travel, Technology, Business, Health, Auto and Politics. WPNI manually selects blogs based on their focus, regularity of posting and professionalism and links those blogs together by subject, giving advertisers an efficient method to reach the blogosphere’s young, savvy and highly targeted demographic.
‘We are always striving to find innovative ways to serve our advertisers, as well as support the important role bloggers play in our new media world. When we came up with this program, we knew we had an unbeatable solution for both,’ said Jeff Burkett, head of Sales Development, Washingtonpost.Newsweek Interactive. ‘Lufthansa is a globally respected brand that invests in innovation, which is what makes them a natural fit to sponsor our program’s travel blogs.’
Blogs partnered with Blogroll benefit from having WPNI’s sales force selling ads as an extension of ads sold across WPNI, and additionally receive a rotating spot on the washingtonpost.com homepage, which gets millions of page views per day. A completely open and transparent arrangement, bloggers can keep their existing ad relationships and have complete control over which ads get served on their site.
Lufthansa, a WPNI advertising partner for a number of years, included the travel Blogroll program in its online media plan to reach washingtonpost.com’s audience in an engaged and highly relevant environment. While the ad units are standard formats, the tie-in with over 100 travel blogs is unique. Lufthansa’s campaign aims to communicate the airline’s extensive route network and premium service to over 100 European cities and beyond. In the banners, Lufthansa puts the passenger at the center of the communication, documenting and celebrating the special moment of satisfaction which creates trust in the airline and is summarized in the campaign’s slogan, ‘All for this one moment.’
‘As one of the world’s most innovative airlines, we are especially pleased with the opportunity WPNI’s Blogroll presents to reach the young, affluent audience that participates in the blogosphere,’ said Marcus Casey, Director of Marketing and Customer Relations, North America, Lufthansa. ‘Advertising on washingtonpost.com and the travel blogs in WPNI’s Blogroll was a natural choice, given the benefits of exposure to an important Lufthansa audience.’
WPNI is using Adify to power Blogroll for the flexible Build Your Own Network platform which minimized the complexity of creating a new, customized ad network from scratch.