Today a video about touring around East London -- Skateseeing East London -- hit the web.
It's part of a UK video series sponsored by HotelClub, an accommodations online travel agency.
Viewers glide through the non-traditional, off-beat atmosphere of places like East London and Brighton, watching as a skateboarder passes through key streets.
The tour of Brick Lane, Dalston, and Shoreditch High Street stars Will Holland from Totnes in Devon. He's a dude who designs and makes skateboards.
There he is carrying his deck in front of Beigel Bake, maker of hot salt beef sandwiches. Look at him in Boxpark, riding his board past the pop-up stores inside retrofitted shipping containers.
The low-key soundtrack is by French trip-hop producer GUTS.
The video is the follow-up to Brighton On A Skateboard, released last August, which received over 3,000 video plays (and may receive more once seeded on YouTube or Vimeo).
HotelClub commissioned Verve Search, an inbound marketing services agency, to create the videos.
The goal is three-fold: persuade its users to consider visit these places, get non-users to become familiar with the HotelClub brand, and boost organic search visits referrals to their British hotels pages.
A couple things make this marketing effort interesting:
Brighton and East London are the kinds of places that online travel agencies and accommodation providers don't always produce content for, so it's a niche for HotelClub to tap into. That allows its message to stand out in a noisy marketplace.
The campaign offers a fresh perspective that has novelty appeal for social sharing.
HotelClub's Australian online marketing team have now made a Sydney Skateseeing video, which is due to launch soon.
Verve Search's aspiration is to launch a wider campaign soon, aiming to get HotelClub's community to make their own skateseeing videos of their own cities, with a big prize for the best one.
Dude.