Wanderfly, seeking to spread its vacation inspiration and reach, began offering a Discover New Destinations feature on about 1,000 New York Times travel-destinations pages.
If you access The New York Times travel guide for New York City, for instance, in the left column you'll see Discover New Destinations, powered by Wanderfly, with information about Marseille, Denver, Paris or Cairo, for instance.
If you access the newspaper's New York City travel guide and click on "Cairo" in the Wanderfly-powered Discover New Destinations feature, you will navigate to The New York Times travel guide about Cairo.
There is also a list of More Recommendations about Oxford, England; Seattle; and Florence, Italy, and when you click on them you likewise transfer to the newspaper's travel guides about those cities.
Wanderfly uses its "also recommended technology" to find common attributes between the featured city -- in this case New York City -- and the recommended destinations, says Christy Lui, Wanderfly's marketing director.
So perhaps the cities being recommended are family-oriented or have great entertainment just as the featured city does in Wanderfly's eyes and thus they have some common attributes, which produce a match.
The New York Times has been partnering with brands such as Wanderfly and Frommer's the newspaper's travel guides pages and thus it can get more page impressions and ad revenue by keeping readers on the site for a longer time.
Wanderfly doesn't get any direct compensation from The New York Times, but when consumers click on the Wanderfly logo within the Discover New Destinations box, they then navigate to Wanderfly.com.
So Wanderfly provides its recommendations technology and expands its brand awareness.
The New York Times has been licensing Frommer's travel articles and reviews for about five years, says Frommer's spokeswoman Sheelagh Doyle, with the newspaper owning the advertising inventory and taking the revenue generated from the content pages.
The New York Times partnership is not Wanderfly's first with a traditional media brand.
In July, Wanderfly created an adventure travel microsite for Jeep on The Telegraph website.
Lui says a search widget on the Jeep microsite recorded an incredible 80% click-through rate.
"We developed a property for them that created a ton of more engagement than they could have done through a traditional media buy," Lui says.
Wanderfly is tapping into the tourism board market, as well.
The travel inspiration site recently provided a vacation search widget for Coolcapitals.com, which is a joint effort by tourism boards in Amsterdam, Antwerp, Valencia, Vienna and Zurich.