The Weather Company and Steller have introduced a travel advertising experience on weather.com to transform checking the weather into travel discovery.
The partnership aims to give travel brands and destination marketing organizations (DMOs) the opportunity to influence users when they are looking at weather in out-of-town locations, identifying possible travel intent.
“While weather remains a top influencer of trip destinations, the forecast is just the beginning of the story,” said Brennan Gerster, chief business officer and general manager of consumer at The Weather Company. “By integrating Steller’s creator-driven content, we are super-serving our audience with lifestyle-driven inspiration.”
The collaboration marries The Weather Company’s scale and data to Steller’s creator-led travel video, creating what the pair have called a “new distribution channel.”
When potential travelers are identified, the system will show destination videos on weather.com’s city pages, theoretically before the traveler continues their search on an engine or social media. Users can move from checking the weather all the way through booking an itinerary on Steller.
“People turn to weather information because they are making real-world decisions,” said Pete Bryant, CEO of Steller. “By combining trusted weather intelligence with immersive travel video, we’re giving destinations the opportunity to influence travelers at the very first spark of intent—before they ever search or scroll.”