Branded Utility: Book Your Next Trip At NY Times.com

The NYTimes.com has announced a new feature in its travel section: users are now able to read about destinations and book flights directly
from the NY Times site, courtesy of an integrated booking service
provided by Expedia.com.

Innovative
partnerships can only push the concept of branded utility further.
Partnered parties gain by leveraging features of other products to
enhance its own product offering.

In this case, the NY Times wins by
adding a new customer service to its site, while Expedia.com opens a new distribution channel, one that received over 12.5 million unique visitors last month.

Here’s to more branded utility in 2007.

Via:
Adage