Travel site Travelocity's new web video series, Let's Roam, has its first branded partnership with New Mexico Tourism and Disney.
Debuting prior to the release of Disney's "Lone Ranger" movie, which opens July 3, it's an endeavor the brands hope will encourage consumers to say, "Hi-Yo, Silver! Away!" to the Land of Enchantment.
Let's Roam launched in May. New episodes appear Wednesdays on the brand's YouTube channel and blog.
Travelocity Senior Editor Courtney Scott, who also stars in the web series, says Travelocity's webisodes "take an inspirational, whimsical approach to travel" and show stories, moments, and experiences that "capture the heart and soul of a destination."
The New Mexico/Lone Ranger partnership will yield four videos "inspired by the film and the destination," Travelocity says.
The first sponsored video, which was posted June 18, takes viewers to Rancho de Los Suenos near Albuquerque. As of Thursday, it had about 1,500 views.
The second is focused on teaching viewers "how to be a modern-day outlaw in New Mexico." After it was posted on June 26, it had about 240 views on Thursday.
Two additional webisodes will follow on July 3 and 10 on hot air ballooning over the Rio Puerco and a road trip into the mountains of Angel Fire through the Cimarron Canyon, respectively.
"We had a lot of fun getting to know the background of the Lone Ranger through the destination of New Mexico," Scott says.
According to Scott, the point of the Let's Roam series is not to include properties that can be booked through Travelocity, but rather to create content that inspires travel.
"All of the places featured have hotels and deals [on Travelocity]," Scott says. "Once you watch the video, you can check out deals in Albuquerque or Santa Fe and book your own trip."
Scott says Travelocity has a longstanding relationship with Disney as the latter's theme parks are one of the travel site's most popular destinations. She also says this custom content partnership could be the first of multiple as the brand continues to put out content each week.
Consumers can follow the series on Twitter via @Travelocity, @roaminggnome, and @CourtScott using hashtags #letsroam, #LoneRanger, and #NewMexicoTRUE. Scott says Travelocity's channels will feature photos and videos from behind the scenes.
As of Thursday, Travelocity has about 269,000 Facebook fans, 87,000 Twitter followers, and about 600 subscribers to its YouTube channel.
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March 19, 2014